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Keywords: Architectural capabilities
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Journal Articles
Architectural marketing capabilities of exporting ventures: The contingent effect of the distributor
Available to Purchase
Journal:
International Marketing Review
International Marketing Review (2019) 36 (6): 1026–1041.
Published: 17 July 2019
... This study contributes to a better understanding about the complementarity of exporter and distributor capabilities. It demonstrates the crucial role of the distributor in the deployment of architectural capabilities for the export venture: the distributor’s market orientation and implementation capability...
