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| Tekijä: | Miles, M.P. Darroch, J. |
| Otsikko: | Large firms, entrepreneurial marketing processes, and the cycle of competitive advantage |
| Lehti: | European Journal of Marketing
2006 : VOL. 40:5/6 |
| Asiasana: | marketing competitive advantage large businesses entrepreneurship |
| Kieli: | eng |
| Tiivistelmä: | The purpose of this paper is to examine how large firms might leverage entrepreneurial marketing processes to gain and renew competitive advantage. The paper explores how large firms can utilise entrepreneurial marketing processes to gain competitive advantage. The findings imply that, in free and open markets, entrepreneurial marketing processes can be strategically employed to create superior value for the firms customers and owners. |
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