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Keywords: Marketing exploration
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Journal Articles
Big data analytics-enabled dynamic capabilities and firm performance: examining the roles of marketing ambidexterity and environmental dynamism
Available to Purchase
Journal:
Business Process Management Journal
Business Process Management Journal (2023) 29 (4): 1204–1226.
Published: 17 May 2023
... positively affect both dimensions of marketing ambidexterity (exploration and exploitation). Marketing exploration and exploitation have positive effects on firms' market and financial performance. Results also demonstrate that environmental dynamism moderates the link between BDA-enabled DCs and firms...
