The power of cultural resource bricolage: Driving market performance through customer-culture theory
Small and Medium Enterprises (SMEs) that produce traditional products face a dilemma between preserving cultural authenticity and innovating. This study aims to explore the mediating role of Cultural Resource Bricolage (CRB) in enhancing Innovative Market Performance (IMP) through the Cultural Auth...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Universitas Islam Indonesia, Faculty of Business and Economics, Department of Management
2025-08-01
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| Series: | Asian Management and Business Review |
| Subjects: | |
| Online Access: | https://journal.uii.ac.id/AMBR/article/view/39544 |
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