作者:Yoel Asseraf , Luis Filipe Lages , Aviv Shoham
来源:[J].International Marketing Review, 2019, Vol.36 (2), pp.289-315Emerald
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.;;Th...
作者:Yoel Asseraf , Aviv Shoham
来源:[J].International Marketing Review, 2019, Vol.36 (6), pp.859-886Emerald
摘要:Drawing on the resource-based view, dynamic capabilities and exploration literatures, the purpose of this paper is to simultaneously investigate the impact of outside-in (OI) and inside-out (IO) strategic approaches on international strategic performance.;;A survey-based qua...
作者:Yoel Asseraf , Aviv Shoham
来源:[J].European Journal of Marketing, 2016, Vol.50 (3/4), pp.550-574Emerald
摘要:Purpose(#br)While globalization has made it easier to consume foreign products, consumption decisions are rarely straightforward. Both love and hate relationships between consumers and countries exist and can even coexist. This paper aims to gain a better understanding of ho...


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