This study addresses a problem commonly encountered by marketers who attempt to assess the impact of their sales promotions: the lack of data on competitive marketing activity. In most industries, competing firms may have competitive sales data from syndicated services or trade organizations,...

The goal of this paper is to outline the effect of new technologies in marketing on competitive advantage of the company. Sophisticated technology is drastically changing the society including consumer behaviour and their purchasing patterns. Many companies are already actively combining IoT...

Pharmaceutical markets experience the entry of numerous generic firms upon expiration of the brand firm's patent. In this paper, we take a close look at competition among the generic entrants during the first three years after patent expiration and examine whether there is a first mover...

The study investigated the effect of innovative behavior of managers on the competitive advantage of small, medium, and micro enterprises (SMMEs) in South Africa. In addition, the study examined the moderating role of environmental dynamism in the relationship between innovative behavior and...

The purpose of this paper is to analyze the relationship between brand and competitive advantage (through differentiation) and the mediating effect of positioning and market orientation in this relationship. An empirical study was developed using a quantitative methodological approach. The...

This study addresses a research gap in the impact of partnerships on marketing performance in B2B digital start-ups in Indonesia. Although partnerships have been extensively studied from an innovation theory perspective, there still needs to be more research on how combining the advantages of...

Energy source and flows have been closely linked with development and industrialization. However, its impact on environment and its sustainability have been exogenous to the tradition development pathway. In this paper we adapt two concepts of Comparative advantages and Latecomer advantages to...