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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...
| Autores principales: | , , , |
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
| Publicado: |
Elsevier
2023
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| Materias: | |
| 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 |