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Measuring market orientation, innovative marketing strategies and performance: evidence from the Malaysian agro-food manufacturers

Purpose - This paper aims to investigate the relationship between market orientation and innovative marketing strategies and the effect of innovative marketing strategies on the performance of agro-food manufacturers. Design/methodology/approach - Systematic random sampling was used, and semi-struct...

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Bibliographic Details
Main Authors:	Kamarulzaman, Nitty Hirawaty, Khairuddin, Nurul Hasyima, Hashim, Haslinda, Hussin, Siti Rahayu
Format:	Article
Published:	Emerald Publishing 2021
Online Access:	http://psasir.upm.edu.my/id/eprint/94110/ https://www.emerald.com/insight/content/doi/10.1108/JADEE-06-2021-0148/full/html
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