Should firms invest more in marketing or R&D to maintain sales leadership? An empirical analysis of sales leader firms

Journal of the Academy of Marketing Science, 2021-11, Vol.49 (6), p.1088-1108 [Peer Reviewed Journal]

Academy of Marketing Science 2021 ;COPYRIGHT 2021 Springer ;Academy of Marketing Science 2021. ;ISSN: 0092-0703 ;EISSN: 1552-7824 ;DOI: 10.1007/s11747-021-00774-2

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