Big data-driven strategic orientation in international marketing
Abstract
Purpose Big data is one of the most demanding topics in contemporary marketing research. Despite its importance, the big data-based strategic orientation in international marketing is yet to be formed conceptually. Thus, the purpose of this study is to systematically review and propose a holistic framework on big data-based strategic orientation for firms in international markets to attain a sustained firm performance....
Paper Details
Title
Big data-driven strategic orientation in international marketing
Published Date
May 19, 2021
Volume
38
Issue
5
Pages
927 - 947
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