Proactive marketing response to population aging: The roles of capabilities and commitment of firms

Volume: 113, Pages: 93 - 104
Published: May 1, 2020
Abstract
Strategic flexibility, and explorative and exploitative capabilities have been argued as critical capabilities and as fundamental ingredients of entrepreneurial marketing. Most past studies have tested the efficacy of these capabilities for firms' proactive marketing responses in the context of immediate task environments over which a firm has considerable direct influence. Unfortunately, few empirical studies have researched general...
Paper Details
Title
Proactive marketing response to population aging: The roles of capabilities and commitment of firms
Published Date
May 1, 2020
Volume
113
Pages
93 - 104
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