Monthly Archives: March, 2022
The Mediating Role of Alliance Learning on Alliance Innovation: an Empirical Study
Authors: Liem Viet Ngo, Tania Bucci
Description
Firms increasingly enter into business alliances in an effort to manage the innovation process, and with a view to...
Building Brand Success via Marketing Orientation and Marketing-Based Capability: An Inside-out Approach
Authors: Liem Viet Ngo, Aron O’Cass
Description
Being market-oriented has been considered a key contributor of superior firm performance. A significant void exists in current models...
Delving Further into Service Branding: Exploring the Synergistic Roles of Service Brand Innovation and Service Brand Marketing Capabilities in Service Firms
Authors: Aron O’Cass, Liem Ngo
Description
This study primarily examines the brand performance impacts of service brand innovation and service brand marketing capabilities in service firms....
Key determinants of relationship value gap: a conceptual framework
Authors: Ngoc Thi Bich Luu, Jack Cadeaux, Liem Viet Ngo
Description
There exists a tension between buyer and seller firms on the difference between what they...
