Breaking Barriers: How Do the Marketing Capabilities of Emerging-Market Micro-Multinationals Drive Social Innovation?
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DOI: 10.1007/s11575-024-00538-4
Abstract: Despite the increasing importance of social innovation, research seeking to illuminate how firms engage in social innovation in emerging markets is limited. Utilizing survey data from 143 Pakistani micro-multinational firms operating in other emerging markets,… read more here.
Keywords: innovation; market; social innovation; host emerging ... See more keywords