The mediating role of marketing management in the relationship between online presence and product innovation among SMEs
Allan Pérez-Orozco,
Juan Carlos Leiva,
Ronald Mora-Esquivel
Abstract:PurposeThis study explores the mediating role of marketing management in the relationship between online presence and product innovation among Small and Medium Enterprises (SMEs).Design/methodology/approachThe sample comprises 205 Costa Rican SMEs collected by the Global Competitiveness Project during the first half of 2019. The data were analyzed using a two-stage modeling strategy for ordinary regression models to analyze mediation effects.FindingsMarketing management as a strategic resource or capability ac… Show more
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