Adaptive marketing capabilities, market orientation, and international performance: the moderation effect of competitive intensity
Purpose It is well established in marketing literature that international performance is positively affected by marketing capabilities, whether static or dynamic. However, recent theoretical development proposed adaptive marketing capabilities (AMC) as a set of capabilities able to close the marketi...
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| Outros Autores: | , |
| Formato: | article |
| Idioma: | eng |
| Publicado em: |
2022
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| Assuntos: | |
| Texto completo: | http://hdl.handle.net/10316/98757 |
| País: | Portugal |
| Oai: | oai:estudogeral.sib.uc.pt:10316/98757 |