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Keywords: Marketing agility
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Journal Articles
Marketing agility and financial performance in migrant enterprises during crises: Does resilience capability matter?
Available to Purchase
International Journal of Entrepreneurial Behavior & Research (2025) 31 (7): 1838–1868.
Published: 22 May 2025
...Charan Raj Bhattarai; Caleb Kwong; Min Prasad Bhandari; Cherry W. M. Cheung; Jing Zhou Purpose The business literature has established that marketing agility can improve business performance; however, the relationship between the two becomes less clear in a turbulent context. There is a compelling...
Journal Articles
International Journal of Entrepreneurial Behavior & Research (2025) 31 (2-3): 498–530.
Published: 06 January 2023
...Ismail Golgeci; Ahmad Arslan; Veronika Kentosova; Deborah Callaghan; Vijay Pereira Purpose While extant research has increasingly examined minority entrepreneurs, less attention has been paid to Eastern European immigrant entrepreneurs and the role that marketing agility and risk propensity play...
Journal Articles
Integration of outside-in and inside-out entrepreneurial marketing capabilities, marketing agility and resources for entrepreneurial firm performance
Available to Purchase
International Journal of Entrepreneurial Behavior & Research (2025) 31 (2-3): 609–630.
Published: 24 November 2022
... study the importance of resources on product development (an IO) and market driving (an OI) entrepreneurial marketing capabilities on entrepreneurial firm performance in an emerging market. The study further investigates the moderating effects of marketing agility on the relationship between resources...
