The influence of internet marketing capabilities on international market performance
Abstract
Purpose The paper aims to explore the influential path of internet marketing capabilities impacting international market performance. The paper further investigates the mitigating roles of market- and entrepreneurial-oriented behaviors and knowledge internalization in this relationship. The effect of internet use for customer management on internet marketing capabilities is also examined. Design/methodology/approach A total of 618 firms with...
Paper Details
Title
The influence of internet marketing capabilities on international market performance
Published Date
Apr 22, 2020
Volume
37
Issue
3
Pages
447 - 469
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