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Co-creating value in the dyadic relationships of small and large firms in the agri-food sector

Ngugi, Isaac K. - In: Journal of international food & agribusiness marketing 31 (2019) 1, pp. 52-68

Persistent link: https://www.econbiz.de/10012180986

External supply chain flexibility and product innovation performance

Ko, Wai Wai Joyce; Liu, Gordon; Ngugi, Isaac K.; … - In: European Journal of Marketing 52 (2018) 9/10, pp. 1981-2004

Purpose: This paper aims to examine the effect of external supply chain (SC) flexibility on the product innovation performance of small- and medium-sized enterprises (SMEs) and the contingent role of informal control mechanisms in moderating such an effect. Design/methodology/approach: This...

Persistent link: https://www.econbiz.de/10012067872

M-Pesa : a renowned disruptive innovation from Kenya

Ngugi, Isaac K.; Komo, Lilian W. - In: Strategic marketing cases in emerging markets, (pp. 117-128). 2017

Persistent link: https://www.econbiz.de/10011667549

The role of branding, promotion and sub-culture in the consumption of breakfast cereals in Thailand

Koutra, Christina; Thespol, Monlapak; Ngugi, Isaac K. - In: Inventi impact: retailing & consumer services (2017) 1, pp. 8-14

Persistent link: https://www.econbiz.de/10011705433

Proactive entrepreneurial behaviour, market orientation, and innovation outcomes : a study of small- and medium-sized manufacturing firms in the UK

Liu, Gordon; Ko, Wai Wai; Ngugi, Isaac K.; Takeda, Sachiko - In: European journal of marketing : EJM 51 (2017) 11/12, pp. 1980-2001

Persistent link: https://www.econbiz.de/10011773814