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This study explores the mediating role of marketing management in the relationship between online presence and product innovation among Small and Medium Enterprises SMEs. The data were analyzed using a two-stage modeling strategy for ordinary regression models to analyze mediation effects. Marketing management as a strategic resource or capability accounts for the relationship between online presence and product innovation performance in SMEs, meaning that online presence resources require complementary organizational capabilities in marketing management to enhance product innovation.
This study, grounded in the resource-based view theory, contributes to the innovation field by identifying marketing management capabilities as an intermediate strategic interaction between online presence and product innovation performance in SMEs. Published by Emerald Publishing Limited. Anyone may reproduce, distribute, translate and create derivative works of this article for both commercial and non-commercial purposes , subject to full attribution to the original publication and authors.
Many studies have shown that the introduction of new products or services is paramount for the development of Small and Medium Enterprises SMEs Rosli and Sidek, ; Saunila, , especially in developing economies where firms operate in different contexts from developed countries Ramadani et al.
Topics like rent-seeking Sauka and Chepurenko, , distance to technology frontiers Acemoglu et al. The most important include online presence and marketing management Faradillah, On the one hand, online presence significantly affects SMEs' innovation activities, generating new spaces to start or develop innovations Yunis et al.