Gama, António Pimenta daCasaca, JoaquimFernandes, Margarida Isabel Pinto2024-12-262024-12-262024-11http://hdl.handle.net/10400.26/53312The evaluation of marketing performance has been highly focused on single-measurement models and quantitative instruments to determine its level on different business environments. The research design of this investigation goes beyond previous studies on this matter, throughout the conceptualization of the model and empirical validation of the phenomenon with resource to the case study methodology, using both quantitative and qualitative techniques to collect and measure data. Results, evaluated throughout coding and pattern-identification (qualitative) and correlation and regression analysis (quantitative), demonstrated model validation for the evaluation of business performance.engMarketingResourcesCapabilitiesEntrepreneurshipPerformancemaster thesis203773136