Is marketing agility important for emerging market firms in advanced markets
作者： Huda Khan
DOI: 10.1016/J.IBUSREV.2020.101733
关键词:
摘要: Marketing agility has recently gained the attention of international marketing managers and scholars. However, scholars have not examined how this capability directly and indirectly influences firm performance and how the effects change under the complex market conditions facing emerging market (EM) firms in advanced economy (AE) markets. Hence, underpinned by the dynamic capability and complexity theories, this study investigates the direct effect of marketing agility—a dynamic meta-capability involving market sensing …
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