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Sponsored Artificial Intelligence: A Modern Approach, Global Edition Artificial Intelligence: A Modern Approach, Global Edition

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Le Thi Phuong Hang

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Review Open access Sep 2026

Entrepreneurial Orientation, Marketing Capability, Marketing Innovation and Market Performance: The Serial Mediating Roles of Innovation Capability and Sustainable Competitive Advantage Among Vietnamese SMEs

This study investigates the effects of entrepreneurial orientation (EO), marketing capability (MC) and marketing innovation (MI) on market performance (MP) through the serial mediating roles of innovation capability (IC) and sustainable competitive advantage (SCA) among Vietnamese small and medium enterprises (SMEs). G...

Le Thi Phuong Hang, Ta Quoc Trung · 0 citations

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