Considerable attention has been paid to the determinants of export performance. However,
despite this research effort in identifying and examining the influence of such determinants …

Despite extensive research into the standardization versus adaptation of marketing
programs, processes, and strategies, findings regarding its impact on performance remain …

Marketing agility has recently gained the attention of international marketing managers and
scholars. However, scholars have not examined how this capability directly and indirectly …

To strengthen the theoretical foundations of international marketing (IM), the authors
propose a framework for conceptualizing the complexity of the context that frames …

Purpose The motivation for this study comes from decision making related to strategic
marketing orientations in international markets. The authors examine if customer orientation …

Providing a well-rounded perspective of international markets that encompasses history,
geography, language, and religion as well as economics, Cateora helps students to see the …

Scholars and practitioners both acknowledge that agility is crucial in leading a digital
transformation effort. However, empirical and theoretical research on agile capabilities in an …

While digital technologies like the internet offer new and less cost-intensive ways to seize
international opportunities, when it comes to traditional firms selling tangible products, little …

Purpose The purpose of this paper is to conceptualize strategic agility in entrepreneurial
internationalization and highlight the role of marketing “under particular conditions”–those of …

This paper explores the rising tensions between efficiency and resilience in global value
chains (GVCs) in the post-COVID-19 world and discusses their potential implications for …