International Marketing Review
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Platform success in the international marketplace: reconfiguring digital resources for marketing agility
Chenchen Weng, Martin J. Liu, Dandan Ye, Jimmy Huang, Paul C.Y. LiuThis paper explores how platforms reconfigure versatile digital resources to achieve marketing agility in international markets.
349
ISSN:
0265-1335Online date, start – end:
1983Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Professor John Cadogan