Theoretical and Conceptual Background
This chapter builds the theoretical foundation for the main analysis by substantiating the concept of MEXC. Specifically, subchapter 2.1 resorts to RBT to derive five distinct capabilities, which constitute MEXC. Additionally, the attributes of the five MEXC capabilities are outlined, so that the way is paved for the main analysis in Chapter 4 Subsequently, subchapter 2.2 points to the striking discrepancy between the conceptually established importance of marketing for firm performance and the still scarce consideration of marketing in investment decisions. Consequently, the need for bridging the gap between theoretical insights and practical implementation is shown and the purpose of this master thesis strengthened.
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