The strategic hybrid orientation and brand performance of B2B SMEs
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DOI: 10.1108/jsbed-11-2016-0171
Abstract: Purpose The purpose of this paper is to learn how strategic hybrid orientation – constructed from brand and market orientations – is related to the brand awareness, brand credibility, and financial performance of business-to-business (B2B)… read more here.
Keywords: strategic hybrid; b2b; hybrid orientation; brand performance ... See more keywords