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

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

Jinwon Kim, Erin Cho

언어ENG
URLhttps://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)

키워드

Market Orientation (MO)Resource-Based View (RBV)Small and Medium Enterprises (SMEs)B2B Marketing Sustainable Competitive Advantage

저자

Erin Cho(The Hong Kong Polytechnic University, Hong Kong)
Jinwon Kim(Biz Solution Lab, Republic of Korea)

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