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...

Full description

Bibliographic Details
Main Author: Reimann, Caroline Kalil (author)
Other Authors: Carvalho, Fernando Manuel Pereira de Oliveira (author), Duarte, Marcelo Pereira (author)
Format: article
Language:eng
Published: 2022
Subjects:
adaptive marketing capabilities
market orientation
international performance
competitive intensity
marketing capabilities
Online Access:http://hdl.handle.net/10316/98757
Country:Portugal
Oai:oai:estudogeral.sib.uc.pt:10316/98757

Internet

http://hdl.handle.net/10316/98757

Similar Items