The objective of this study was to examine the significance of customer-orientation for open innovation and performance of the SMEs. Explanatory research design and multi-stage sampling were used to acquire both primary and secondary data from the study area. The study used structural equation...

Purpose - Taking the customer-centric nature of integrated marketing communications (IMC), this article investigates the specific role of customer performance in IMC effectiveness in various size companies applying inter-country context. Design/methodology/approach - The sample consists of the...