The topic of innovation as a source of competitive advantage for firms is consolidated in the literature. An innovation-based advantage is generally achieved by following a structured process, in which technological capability plays a key role. However, a question remains in studies into...

Portuguese Abstract: As estratégias de Marketing com Cross-Selling são recorrentes nas empresas há diversas décadas, melhorando os enlaces com os clientes e desenvolvendo relações entre empresas/fornecedores e clientes. Uma forma de atrair, manter ou recuperar clientes é prestar o máximo...