SME Marketing Performance: A Mixed-Method Study on Resilient Compositional Capability
This study examines how Small and Medium Enterprises (SMEs) in developing markets achieve marketing performance through resilient compositional capability despite resource constraints. Using data from 435 SMEs in West Borneo, Indonesia, and employing a mixed-method approach, we find that marketing i...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Korean Marketing Association
2025-07-01
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| Series: | Asia Marketing Journal |
| Subjects: | |
| Online Access: | https://amj.kma.re.kr/journal/vol27/iss2/6/ |
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