Qi, Guoyou; Zou, Hailiang; X.M., Xie; Zeng, Saixing - In: Journal of Business & Industrial Marketing 35 (2020) 11, pp. 1887-1899
Purpose: Threats from the informal sector have become an important concern among formal firms. As a response to these threats, formal firms can adopt product innovation (PI) and marketing innovation (MI) strategies to differentiate themselves. The purpose of this paper is to examine how...