Exploring the impact of strategic emphasis on advertising versus R&D during stock market downturns and upturns
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DOI: 10.1016/j.jbusres.2018.09.018
Abstract: Abstract A strategic emphasis on value appropriation to value creation framework has emerged as a growing area of research. However, whether such emphasis is effective in periods of different market trends remains an unexplored area… read more here.
Keywords: emphasis advertising; emphasis; strategic emphasis; market ... See more keywords