Examining the efficacy of non-market and market driving activities of B2B international firms
Year of publication: |
2023
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Authors: | Khan, Huda ; Khan, Hina ; Abosag, Ibrahim ; Ghauri, Pervez N. |
Published in: |
Industrial marketing management : the international journal for industrial and high-tech firms. - New York, NY [u.a.] : Elsevier, ISSN 0019-8501, ZDB-ID 120124-4. - Vol. 111.2023, p. 97-108
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Subject: | Entrepreneurial orientation | Branding orientation | Non-market driving activities | Market driving activities | International performance | Markenführung | Brand management | Marketingmanagement | Marketing management | Multinationales Unternehmen | Transnational corporation | Unternehmenserfolg | Firm performance |
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