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Cogent Business & Management Volume 11, 2024 - Issue 1
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Marketing

Drivers and outcomes of sustainable marketing strategy in the African context: the role of competitive advantage and strategic proactivity as mediating and moderating variables

Girma Tegene DemessieDepartment of Management Sciences, Indian Institute of Technology Kanpur, Kanpur, IndiaCorrespondence[email protected]
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Amit ShuklaDepartment of Management Sciences, Indian Institute of Technology Kanpur, Kanpur, IndiaView further author information
Article: 2348442 | Received 26 Aug 2023, Accepted 24 Apr 2024, Published online: 07 May 2024

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