Small Business Resources And Marketing Performance In Indonesian Distro Industry: The Mediating Role Of Brand Behavior

Irma Nilasari, Irma Nilasari (2016) Small Business Resources And Marketing Performance In Indonesian Distro Industry: The Mediating Role Of Brand Behavior. PhD thesis, Universiti Sains Malaysia.

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    Abstract

    Kajian ini memberi tumpuan untuk menyumbang kepada perbahasan bagaimana prinsip pemasaran boleh digunakan dalam keadaan perniagaan kecil. Kajian ini melaksanakan konsep Resource-based View (RBV) dan pemasaran keusahawanan untuk memahami betapa prestasi pemasaran usaha kecil boleh dipertingkatkan dengan mengadakan dan melaksanakan sumber tidak ketara tertentu. The present study focuses to contribute to the debate of how marketing principle can be applied in small business circumstances. The present study implements Resource-based View (RBV) and entrepreneurial marketing concepts in order to understand how small business marketing performance can be enhanced by having and implementing specific intangible resources.

    Item Type: Thesis (PhD)
    Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28-70 Management. Industrial Management
    Divisions: Pusat Pengajian Pengurusan (School of Management)
    Depositing User: Mr Firdaus Mohamad
    Date Deposited: 16 Jan 2017 11:14
    Last Modified: 16 Jan 2017 13:37
    URI: http://eprints.usm.my/id/eprint/31596

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