HIGHLIGHTS
SUMMARY
That innovation is crucial to boosting the revitalization and sustainable development of enterprises (Saura et_al, 2021, 2022; Yi et_al, 2022; Zhao, 2022), especially for time-honored brands, has been widely recognized in academia and practical circles (Wang and Wang, 2020; Saci et_al, 2021; Wang et_al, 2022). According to institutional theory, a firm`s decision-making behavior is shaped by its external institutional environment (Meyer and Rowan, 1977; Pan et_al, 2022). At present, there is no consensus in academic circles on whether the two ethical patterns of traditional culture and marketization coexist harmoniously or conflict . . .
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