The impact of the interaction between an entrepreneurial marketing orientation and coopetition on business performance

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Title

The impact of the interaction between an entrepreneurial marketing orientation and coopetition on business performance

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Description

Purpose – Certain small businesses do not possess the assets needed to implement a performance-enhancing entrepreneurial marketing orientation (opportunity-driven behaviours focussed on creating value for customers). Although some entrepreneurs cooperate with their competitors (coopetition) to achieve their day-to-day and long-term goals, it is unclear whether these partnerships are advantageous in this capacity. Thus, grounded in the resource-based view, the purpose of this investigation is ...

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Format

Other

Date created

20 Apr 2021

Creator

Jim Crick / Masoud Karami / Dave Crick

URL

https://repository.lboro.ac.uk/articles/journal_contribution/The_impact_of_the_interaction_betwee...

Related subjects

Business & Management / Business and Management / Small companies / Resource-based view / Financial performance / Entrepreneurial marketing orientation / Coopetition

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