Kumar, Pradeep; Singh, Sanjay Kumar; Pereira, Vijay; … - In: International Marketing Review 37 (2020) 5, pp. 803-827
Purpose: The purpose of this paper is to identify the constituents of cause-related marketing (CRM) capabilities in the context of an emerging market healthcare sector, by incorporating the resource-based view alongside the dynamic capability perspective. Moreover, the authors aim to illustrate...