Exploring the impact of legitimacy on the competitiveness of international firms
ISBN: 10.7200/esicm.55.369
Editorial: Escuela Superior de Gestión Comercial y Marketing
Licencia: Creative Commons (by)
Autor(es): Ana Plaza-Casado, Alicia Blanco-González, Lourdes Rivero-Gutiérrez
Editorial: Escuela Superior de Gestión Comercial y Marketing
Licencia: Creative Commons (by)
Autor(es): Ana Plaza-Casado, Alicia Blanco-González, Lourdes Rivero-Gutiérrez
The legitimacy of international firms is an important and complex issue that requires further academic development. International firms must enhance their legitimacy as a generator of competitive advantages to achieve their business objectives, both economic-financial and relational. However, there is a gap in the literature on the relationship between relationship marketing and legitimacy that needs to be filled.
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