Entrepreneurial Orientation (EO), Integrated Marketing Communications (IMC), and Performance in Small and Medium-Sized Enterprises (SMEs): Gender Gap and Inter-Country Context

Entrepreneurial Orientation (EO), Integrated Marketing Communications (IMC), and Performance in Small and Medium-Sized Enterprises (SMEs): Gender Gap and Inter-Country Context

Expanding and maintaining the number of Small and Medium-sized Enterprises (SMEs) is directly related to sustainable economic, social, and individual development. However, SMEs are vulnerable to competition. Thus, this study focusses on the analysis of entrepreneurial orientation (EO) as an antecede...

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Bibliographic Details
Main Authors: Vera Butkouskaya, Joan Llonch-Andreu, María-del-Carmen Alarcón-del-Amo
Format: Article
Language:English
Published: MDPI AG 2020-09-01
Series:Sustainability
Subjects:
SMEs
entrepreneurial orientation
IMC capability
organizational performance
competitive advantage
gender
Online Access:https://www.mdpi.com/2071-1050/12/17/7159

Internet

https://www.mdpi.com/2071-1050/12/17/7159

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