@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} }