Review paper
From fragile to agile: marketing as a key driver of entrepreneurial internationalization
Abstract
Purpose The purpose of this paper is to conceptualize strategic agility in entrepreneurial internationalization and highlight the role of marketing “under particular conditions” – those of early and fast internationalizers. Design/methodology/approach The study is based on in-depth case studies of four entrepreneurial internationalizers using an inductive approach. The role of marketing is studied along a set of four key business processes, i.e....
Paper Details
Title
From fragile to agile: marketing as a key driver of entrepreneurial internationalization
Published Date
Apr 8, 2019
Volume
36
Issue
2
Pages
260 - 288
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