@article{nofal_porto_2026, title={Marketing with (or without) research and development: strategic investment drivers of sustained firm performance}, volume={61}, ISSN={2531-0488}, url={https://doi.org/10.1108/RAUSP-07-2024-0152}, DOI={10.1108/RAUSP-07-2024-0152}, journal={RAUSP Management Journal}, publisher={Universidade de São Paulo}, author={Nofal, Bayram and Porto, Rafael Barreiros}, year={2026}, pages={e2026003} }