Brown, Dalila; Foroudi, Pantea; Hafeez, Khalid - In: Qualitative Market Research: An International Journal 22 (2019) 5, pp. 609-637
Purpose: This paper aims to explore the relationship between corporate cultural/intangible assets and marketing capabilities by examining managers’ and entrepreneurs’ perceptions in a retail setting. Design/methodology/approach: Nineteen face-to-face interviews were conducted with UK small...