Purpose This paper aims to develop a conceptual model showing how the concept of
distinctive value positioning (DVP) could be a strategic solution for improving marketing …

Companies that implement high quality services will meet customer expectations in a
competitive and economical way. Improving service quality can be done by improving …

Highlighting the importance of micro, small, and medium-sized enterprises (MSMEs) for
economic development and growth, and the appearance of their supply chain vulnerability …

Survival based on the values of “Toto Kromo” is a strategy that is not least performed by
Micro, Small and Medium Enterprises (SMEs) to survive and exist in the digital era …

Modern globalization challenges of the formation of a post-industrial society, changes in the
processes of economic systems at various levels caused by the Covid-19 pandemic …

Literature on marketing has been extensive, with attention given mostly to measuring
performance. This article extends the body of knowledge by focusing on the evolution of …

This study aims to determine whether relational capital can improve marketing performance
with dynamic capability mediation. This research discusses relational capital with marketing …

Background Apart from the turbulent South African economic environment, small
communication agencies operate in a highly competitive context. Agencies operate in a …

This study aims to determine the factors that influence marketing strategy and marketing
performance in SMEs of souvenir food. Entrepreneurial Orientation (EO), Marketing …

Underpinned by resource-based and disruptive innovation theories, this study examines the
effects of informal players' perceived threat on the formalized tour operators' operational …