Original paper
Marketing capabilities and international new venture performance: The mediation role of marketing communication and the moderation effect of technological turbulence
Abstract
Few studies have examined marketing capabilities as a source of competitive advantage in the international entrepreneurship (IE) field. Empirical evidence in the international new ventures (INVs) literature that considers the strategic interplay of marketing capabilities in developing new markets overseas is scant. Building upon the resource based view, this study develops a model of the relationships among marketing capabilities—competitive...
Paper Details
Title
Marketing capabilities and international new venture performance: The mediation role of marketing communication and the moderation effect of technological turbulence
Published Date
Feb 1, 2020
Journal
Volume
107
Pages
25 - 37
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Notes
History