Can entrepreneurial marketing compensate for late market entry? A moderated mediation analysis

The study tested whether entrepreneurial marketing (EM) can create unique resource advantages for startups and small firms and compensate for late market entry. The authors collected the responses from 509 fast-food restaurants in Kuwait and analyzed the data through structural equation modeling. Th...

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Detalles Bibliográficos
Autores principales: Arshi, Tahseen Anwer, Pleshko, Larry Paul, Begum, Vazeerjan, Butt, Atif Saleem
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Elsevier 2023
Materias:
Research Article
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10172913/
https://www.ncbi.nlm.nih.gov/pubmed/37180898
http://dx.doi.org/10.1016/j.heliyon.2023.e15808

Internet

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10172913/
https://www.ncbi.nlm.nih.gov/pubmed/37180898
http://dx.doi.org/10.1016/j.heliyon.2023.e15808

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