| 研究課題/領域番号 |
17K03946
|
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| 研究種目 |
基盤研究(C)
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| 配分区分 | 基金 |
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| 応募区分 | 一般 |
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| 研究分野 |
経営学
|
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| 研究機関 | 東京国際大学 |
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研究代表者 |
|
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| 研究期間 (年度) |
2017-04-01 – 2022-03-31
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| キーワード | brand orientation / inter-firm market / financial performance |
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| 研究成果の概要 |
The results show that inter-firm market and brand orientation are two drivers of marketing and financial performance. The impact of inter-firm market on marketing and financial performance is significant when the brand orientation is favorable.
|
| 自由記述の分野 |
Marketing
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| 研究成果の学術的意義や社会的意義 |
The results show that inter-firm market and brand orientation are two drivers of marketing and financial performance. The impact of inter-firm market on marketing and financial performance is significant when the brand orientation is favorable.
|
