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Differentiation strategy
This topic currently groups 2 published articles across 2 issues.
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18 active archive topics surfaced from published keywords
Topic Article
Is SERVQUAL an inclusive indicator of SME's service quality advantage during an economic downgrade?A South African case
Carly Prinsloo
Volume 12 Issue 2 · 19 Jan 2018
The purpose of this paper is to examine the impact of firm-created and user-generated social media brand communication on five consumer-based brand equity (CBBE) dimensions through Facebook on the Egyptian fast-moving c…
Topic Article
Influence of differentiation strategy on performance of hotels: the moderating role of environmental munificence
Abdullahi Hassan Gorondutse • Haim Hilman
Volume 11 Issue 4 · 22 Jul 2017
This study investigates whether environmental munificence directly and indirectly predicts the relationship between differentiation strategy and performance. A total of 83 managers from hotels in Kano state were partici…