The current study aims to elucidate the critical importance of preemptive market exploitability as a bridging concept for solving the inconsistent findings on the role of entrepreneurial orientation in enhanced marketing performance. Rooted on the resource advantage theory of competition...

Dynamic capabilities analyze the sources and methods of better performance and wealth creation and capture by firms operating in environments of rapid technological changes. Based on this, The objective of this research was to analyze the relationship between absorptive, adaptive, and innovation...

Technology has become crucial for businesses of all scales, enhancing operational efficiency, customer experience, and overall performance. While many formal businesses have embraced technology, small and informal businesses, particularly in rural areas, often struggle with adoption due to...