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Keywords: Dynamic capability
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Journal Articles
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
Journal:
European Journal of Marketing
European Journal of Marketing (2022) 56 (10): 2774–2803.
Published: 24 October 2022
... cocreation Brand positioning Dynamic capability Hyperconnected world Marketing strategy Existing research suggests that hyperconnectivity has led to three major changes in branding. First, hyperconnectivity results in the “blurring” of branding boundaries (Swaminathan et al., 2020...
