KOREASCHOLAR

EFFECTIVE B2B MARKETING STRATEGIES FOR RESOURCE-CONSTRAINED SMES: INSIGHTS FROM JPI HEALTHCARE IN KOREA

Jinwon Kim, Erin Cho
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/442470
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Global Marketing Conference
2025 Global Marketing Conference at Hong Kong (2025.07)
pp.334-349
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Keyword
Market Orientation (MO)Resource-Based View (RBV)Small and Medium Enterprises (SMEs)B2B MarketingSustainable Competitive Advantage
Author
  • Erin Cho(The Hong Kong Polytechnic University, Hong Kong)
  • Jinwon Kim(Biz Solution Lab, Republic of Korea)