Spontaneity and international marketing performance

Purpose - The purpose of this paper is to ascertain how today’s international marketers can perform better on the global scene by harnessing spontaneity. Design/methodology/approach - We draw on contingency theory to develop a model of the spontaneity–international marketing performance relationship...

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Bibliographic Details
Main Authors: Anne Souchon, Paul Hughes, Andrew M. Farrell, Ekaterina Nemkova, Joao Oliveira
Format: Default Article
Published: 2016
Subjects:
Other commerce, management, tourism and services not elsewhere classified
International marketing
Spontaneity
Performance
Decision-making
Exporting
Contingency theory
Business and Management not elsewhere classified
Online Access:https://hdl.handle.net/2134/20766
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