Digital marketing capabilities in international firms: a relational perspective
Abstract
Purpose Differences in digital adoption between firms call for a clearer conceptualization of digital marketing capabilities (DMCs). The purpose of this paper is twofold: (1) to offer a conceptualization of DMCs from a relational dynamic capabilities perspective and (2) to explore performance outcomes of DMCs for international firms, taking into account firm size and entrepreneurial orientation. Design/methodology/approach A survey on a sample...
Paper Details
Title
Digital marketing capabilities in international firms: a relational perspective
Published Date
May 11, 2020
Volume
37
Issue
3
Pages
559 - 577
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