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Market orientation (MO) is considered as a competitive strategy for the smaller service enterprises base in rural locations. A model is proposed and validated for the rural tourism sector that envompasses the effects of MO and of the use of information and communications technology (ICT) on...
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Purpose: The study investigates the strategies of Chinese SME in the tourism sector in Spain to detect if these … exploratory and relies on case studies of three Chinese owned small companies that have been operating from Spain. Cases were … chosen to represent different length of investments in Spain, different markets served as well as different ownership …
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