Pyper, Keith; Doherty, Anne Marie; Gounaris, Spiros; … - In: International Marketing Review 37 (2019) 1, pp. 98-129
Purpose: Drawing on Resource-based Theory, the purpose of this paper is to empirically examine the effect of International Strategic Brand Management (SBM) on export performance within the Business-to-Business (B2B) context. To be able to purposely assess the relationship, this paper also sets...
