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Shahin Assadinia,Vita Kadile,Matthew Robson 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07
Building on insights from institutional theory and dynamic capabilities, this study investigates the relationships of cross-functional capabilities with export marketing strategy implementation and, ultimately, its influence on export performance. This study utilizes multiple-informant and time-lagged primary data from 218 exporting firms in Nigeria to contribute to an understanding of how export marketing capabilities can be implemented to drive export performance. The results suggest contrasting moderating effects of psychic distance and competitive intensity on the cross-functional capabilities to export marketing strategy implementation relationship. This research contributes to the international business and marketing literature by advancing the knowledge on marketing capabilities and strategy implementation, and highlights managerial implications for international business.
A BIBLIOMETRIC ANALYSIS OF INTERNATIONAL SERVICES MARKETING: THE PAST, THE PRESENT, AND THE FUTURE
Nilay Bı?akcıo?lu Peynirci,Yiannis Kouropalatis,Robert E. Morgan,Matthew J. Robson 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
A bibliometric analysis, spanning five decades of knowledge is employed with the aim of: (i) assessing core intellectual knowledge of international services research; (ii) examining the contribution of international services marketing to broader research disciplines; and, (iii) estimating forecasting trends for the most promising international services research directions.