Marketing Capabilities in International Marketing

There has been a significant increase in scholarly research focusing on marketing capabilities as an important aspect of marketing theory-based explanations of firm performance. This growing research interest in marketing capabilities has also been reflected in the international marketing literature...

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Bibliographic Details
Published in:Journal of International Marketing 2018-03, Vol.26 (1), p.61-95
Main Authors: Morgan, Neil A., Feng, Hui, Whitler, Kimberly A.
Format: Article
Language:English
Subjects:
Academic publications
Alliances
International
Marketing
Studies
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