What can give a business a competitive advantage in mobile marketing?
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| In addition, both forms of competitive advantage positively influence a company’s performance. | |
| Furthermore, competitive advantage has a significant effect on company performance. | |
| Competitive advantage also partially mediates marketing capabilities to performance relationship. | |
| The results support the research model and reveal that competitive advantage fully mediates marketing capabilities to the financial performance relationship. | |
| Also, findings suggest that competitive advantage mediates the relationship between MO and business performance. | |
| This study also shows that competitive advantage is an intervening variable on marketing performance. | |
121 Citations | Additionally, we propose that competitive strategy mediates the relationship between marketing capabilities and positional advantage. |
| Such findings have practical consequences for the design and marketing of mobile services in different markets. | |
17 Citations | There is a strong relationship between the business models and the competitive advantage. |
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