Tajeddini, Kayhan; Elg, Ulf; Ghauri, Pervez N. - In: International marketing in the fast changing world, (pp. 109-133). 2015
Purpose The purpose of this study is to assess the effect of three key inter-firm orientations often regarded as central and challenging capabilities within the marketing literature namely (i) market orientation, (ii) entrepreneurial orientation and (iii) brand orientation and their effects on...