Yearly Archives: 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....
