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Keywords: Marketing agility
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Journal Articles
International Journal of Productivity and Performance Management (2025) 74 (9): 3077–3102.
Published: 29 April 2025
...Kai Haverila; Matti Haverila; Caitlin McLaughlin; Muhammad Mohiuddin; Zhan Su Purpose This study utilizes the principles of dynamic capabilities to examine the interrelationships among marketing agility, marketing capabilities and perceived market and financial performance. It further investigates...
