Table of contents - Special Issue: International Marketing Agility
Guest Editors: Emanuel Gomes, Carlos M. P. Sousa, Ferran Vendrell-Herrero
Developing and deploying marketing agility in an emerging economy: the case of Blue Skies
Collins Osei, Joseph Amankwah-Amoah, Zaheer Khan, Maktoba Omar, Mavis GutuIn almost every large business, there is a growing recognition of the importance of organisational agility in improving their marketing responsiveness and business survival…
FDI, service intensity, and international marketing agility: The case of export quality of Chinese enterprises
Ruiqin Li, Yipeng Liu, Oscar F. BustinzaThe purpose of this paper is to provide a nuanced understanding of international marketing agility by connecting organizational capability literature with that of standardization…
The increased international propensity of serial entrepreneurs demonstrating ambidextrous strategic agility: A precursor to international marketing agility
Yancy Vaillant, Esteban LafuenteThe purpose of this paper is to analyze whether business owners that simultaneously demonstrate past entrepreneurial experience and process agility have greater export propensity…
From fragile to agile: marketing as a key driver of entrepreneurial internationalization
Birgit Hagen, Antonella Zucchella, Pervez Nasim GhauriThe purpose of this paper is to conceptualize strategic agility in entrepreneurial internationalization and highlight the role of marketing “under particular conditions” – those…
Assessing the drivers and impact of international marketing agility
Yoel Asseraf, Luis Filipe Lages, Aviv ShohamThe 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…
ISSN:
0265-1335Online date, start – end:
1983Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Professor John Cadogan