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        Antecedents to high (low) performances by international technology ventures

        라잔나타라잔,Nelson Oly Ndubisi,Obaid Al–Shuridah 한국마케팅과학회 2020 마케팅과학연구 Vol.30 No.4

        Given that innovation can be critical to the survival of international technology ventures (ITVs), this study investigates the relationships among organizational learning, international marketing dynamism (IMD), and innovation performance in ITVs based in Dubai (UAE). Based on a review of extant literature, a questionnaire was developed and administered among these ITVs. The resulting data were analyzed using SmartPLS version 3. Of the nine hypothesized direct and indirect relationships, seven receive support. The results indicate that three of four hypothesized relationships between organizational learning dimensions and IMD were supported. The relationship between IMD and new product performance (innovation performance) was supported. Moreover, IMD mediates the relationship between three of four organizational learning dimensions and innovation performance. The findings and implications of this research are discussed, and conclusions are stated.

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        Iconic art infusion in luxury retail strategies: Unveiling the potential

        Giovanni Pino,Gianluigi Guido,라잔나타라잔 한국마케팅과학회 2017 마케팅과학연구 Vol.27 No.2

        This research investigates art infusion, a phenomenon in which artistic elements contribute to enhance the perceived value of consumer goods, in the retailing sector. An experiment conducted with 188 consumers suggests that individuals with high dispositional greed are more interested in shopping in luxury stores that promote products through artworks representative of an artist’s iconic, that is, most recognizable, style. Results show that greed determines consumers’ store preference through an externalized luxury tendency, that is a tendency to purchase luxury goods to show off social status. Such an eff ect proved to be stronger for extroverted than for introverted consumers.

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