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Marketing innovation : a resource-based view of international and local firms

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Marketing innovation: a resource‐based view of international and local firms

Gupta, Suraksha; Malhotra, Naresh - In: Marketing Intelligence & Planning 31 (2013) 2, pp. 111-126

Purpose – The purpose of this paper is to conceptualize a model for fostering innovation in marketing by virtue of the competitiveness that is an outcome of the collaboration between international and local firms working together in emerging markets. Design/methodology/approach – The authors...

Persistent link: https://www.econbiz.de/10014946334