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Keywords: Dynamic capability
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Journal Articles
Marketing agility and firm performance: the role of customer service performance and customer co-creation
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2025) 59 (11): 2607–2641.
Published: 24 October 2025
...Gomaa Agag; Anish Yousaf; Feray Adiguzel Purpose The effect of marketing agility on customer satisfaction and short- and long-term firm performance has not been empirically examined yet. Drawing on dynamic capability theory, the current study aims to investigate the direct effect of marketing...
Journal Articles
Dynamic brand positioning: a firm-customer synergistic strategy of brand meaning cocreation in a hyperconnected world
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2022) 56 (10): 2774–2803.
Published: 24 October 2022
... of brand meaning cocreation on the practice of brand positioning at the strategic level. Scholars have recognized that brand positioning is not static (Jewell and Saenger, 2014) but have not considered the extraordinary contribution of coevolution theory and dynamic capability that may explain the practice...
