Marketing strategy is a construct that lies at the conceptual heart of the field of strategic
marketing and is central to the practice of marketing. It is also the area within which many of …

Digital transformation of the marketing organization forces firms to develop new digital
marketing capabilities (DMCs) to remain competitive. However, despite considerable …

Recognizing the rapid advances in sales digitization and artificial intelligence technologies,
we develop concepts, priorities, and questions to help guide future research and practice in …

Marketing organization is the interface of the firm with its markets and where the work of
marketing gets done. This review of the past 25 years of scholarship on marketing …

Big data is transforming the new product development (NPD) process. Organizations are
investing heavily in big data capabilities to capitalize on the ongoing analytics movement …

Using a contingency theory lens, this study explores the impact of multiple firm-level
capabilities and their interactions on firm growth under different market conditions, using …

The management literature suggests that setting strategic goals facilitates the identification
of appropriate business strategies and focuses management attention and available …

This research compares three key types of marketing capabilities (static, dynamic, and
adaptive capabilities) with one another to examine empirically the relative contribution of …

Marketing capabilities in business-to-business (B2B) settings are increasingly gaining
attention of international business managers and scholars. However, research has not …

There is growing recognition that agility, the ability to respond quickly, is essential for
international business (IB) in times of daunting challenges. Drawing on the resource-based …