Dimensions of dynamic marketing capability and export performance
Abstract
Purpose The purpose of this paper is to develop a conceptual framework on the dimensions of dynamic marketing capability (DMC) and its relationship with export performance. The paper also proposes the mediating role of competitive hybrid strategy and the moderating role of environmental responsiveness in explaining the relationship between DMC and export performance. Design/methodology/approach By following the dynamic capability notion of the...
Paper Details
Title
Dimensions of dynamic marketing capability and export performance
Published Date
Oct 26, 2020
Volume
25
Issue
5
Pages
1219 - 1240
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