Grounded in the resource-based view (RBV) of the firm to competitive advantage, the current study attempts to identify specific resources and capabilities of small ventures by focusing on private hotels and by doing so develops an evaluation framework of marketing strategy in a service industry...

The purpose of the current study is to model the marketing strategy decision-making problem as a multi-criteria decision-making (MCDM) problem and provide a five-step decision support framework to make and carefully assess the marketing strategies. A marketing strategy decision-making framework...

To determine marketing strategy may well be the most critical function of management. The pursuit of competitive advantage always requires much deliberate thought and discussion. The current study attempts to develop a marketing strategy evaluation framework based on the resource-based view...

In recent years, Smartphone users are increasing rapidly. Moreover, Smartphone users' age occupies from young to old. In the past, studies focus on Smartphone users generally targets the office workers rather than younger users. Yet, previous studies do not talk about the income and life-value...