Enhancing marketing performance in batik Malay industry: optimization competitive advantage by leveraging augmented reality marketing
This study aims to explore how augmented reality (AR) and a company’s unique resources optimize competitive advantage to improve marketing performance using a qualitative approach with triangulated in-depth interviews. The findings of this study revolve around three main themes: improving marketing...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Taylor & Francis Group
2024-12-01
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| Series: | Cogent Business & Management |
| Subjects: | |
| Online Access: | https://www.tandfonline.com/doi/10.1080/23311975.2024.2431187 |
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