Andi Syahidah Ulfaq Pasyrib

From kinship ties to market-based advantage: A strategic decision framework for brand resonance in fashion SMEs

This study aims to model the strategic decision-making process of fashion Small and Medium-Sized Enterprises (SMEs) in Indonesia in transforming bonding social capital into a market-based advantage, as reflected in marketing performance. By integrating Social Capital Theory and the Dynamic Capabilities Perspective with...