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The power of cultural resource bricolage: Driving market performance through customer-culture theory

open access: yesAsian Management and Business Review
Small and Medium Enterprises (SMEs) that produce traditional products face a dilemma between preserving cultural authenticity and innovating. This study aims to explore the mediating role of Cultural Resource Bricolage (CRB) in enhancing Innovative ...
Febrianur Ibnu Fitroh Sukono Putra   +3 more
doaj  

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