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Sponsored Artificial Intelligence: A Modern Approach, Global Edition Artificial Intelligence: A Modern Approach, Global Edition

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Wondwosen Tilahun Bekele

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Review Open access Aug 2026

Environmental sustainability mediating adaptive marketing capability and performance of manufacturing firms in emerging markets

While sustainability has emerged as a critical mega-trend reshaping business strategies worldwide, little is known about how adaptive marketing capabilities foster corporate environmental sustainability and whether these capabilities translate into improved firm performance. This study investigates the effect of adapti...

Wondwosen Tilahun Bekele, Aschalew Degoma Durie, Abiot Tsegaye Kibret · 0 citations

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