Agustinus Haryanto Pattiraja

HYBRID MARKETING STRATEGIES IN SMEs: A PRISMA BASED SYSTEMATIC REVIEW ON MARKET AND ENTREPRENEURIAL ORIENTATION ON SUSTAINABLE COMPETITIVE ADVANTAGE

Small and Medium Enterprises (SMEs) are vital to global economic growth, particularly in Southeast Asia, and significantly contribute to GDP and employment creation. However, financial, human, and technological constraints often hinder their marketing capabilities. The accelerating pace of globalization, rapid digitali...