Assessing the drivers and impact of international marketing agility
作者: Yoel AsserafLuis Filipe LagesAviv Shoham
刊名: International Marketing Review, 2019, Vol.36 (2), pp.289-315
来源数据库: Emerald Journal
DOI: 10.1108/IMR-12-2017-0267
关键词: PlanningAgilityFlexibilityNew productsInternational performance
原始语种摘要: The purpose of this paper is to develop and empirically test a new conceptualization of international marketing agility (IMA). Importantly, the empirical test includes agility’s drivers, outcomes and boundary conditions for its impact on international market performance.;;The authors draw on the resource-based view and dynamic capabilities theories to develop a model and test it quantitatively via structural equation modeling with survey data from 195 Israeli exporters. In addition, the authors seek insights into the findings through post hoc in-depth interviews.;;The results indicate that IMA enhances international market performance directly as well as indirectly through exporter’s new products advantage. Interestingly, while promotion adaptation strengthens the positive effect of IMA...
全文获取路径: Emerald 

  • agility 灵巧
  • marketing 市场学
  • international 国际的
  • flexibility 柔顺性
  • develop 发展
  • products 制品
  • advantage 利益
  • moderating 减速的
  • capability 能力
  • planning 计划