Breaking the deadlock: A study on the pathway and effects of reshaping the sustainable marketing capability of Chinese time-honored brands.
Numerous Chinese Time-Honored Brands are facing decline due to their limited ability to adapt to rapidly changing environments. This study identifies the core barrier as a lack of focus on developing Sustainable Marketing Capability (SMC) within the firms that own these brands. While prior research...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Public Library of Science (PLoS)
2025-01-01
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| Series: | PLoS ONE |
| Online Access: | https://doi.org/10.1371/journal.pone.0326329 |
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