Determinants of marketing innovation among SMEs in Vietnam: a resource-based and stakeholder perspective

Determinants of marketing innovation among SMEs in Vietnam: a resource-based and stakeholder perspective

Innovative marketing practices are essential for firms to increase sales and profitability. This paper aims to investigate the determinants of firms’ marketing innovation based on the employment of resource-based view and stakeholder theory. A probit regression model linking marketing innovation wit...

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Bibliographic Details
Main Authors: To Trung Thanh, Le Thanh Ha, Hoang Phuong Dung, Doan Ngoc Thang, Tran Anh Ngoc
Format: Article
Language:English
Published: LLC "CPC "Business Perspectives" 2020-12-01
Series:Innovative Marketing
Subjects:
financial capacity
government support
knowledge
marketing innovation
political connection
R&D activities
Online Access:https://businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/14441/IM_2020_04_Thanh.pdf

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