Voola, Ranjit; O'Cass, Aron - In: European Journal of Marketing 44 (2010) 1/2, pp. 245-266
Purpose – This study seeks to draw on the strategy implementation approach and the resource‐based view of the firm (RB theory) to investigate the relationships among competitive strategies (i.e. differentiation and cost‐leadership), responsive market orientation (RMO), proactive market...