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Keywords: Digital alliance capabilities
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Journal Articles
Journal:
International Marketing Review
International Marketing Review (2022) 39 (3): 755–782.
Published: 17 August 2021
...). An analysis of the moderating roles played by cross-cultural competencies and digital alliance capabilities in this specific context is also presented. Design/methodology/approach The study adopted a quantitative research design involving a survey of 231 ESMEs based in the UAE. The authors formulated some...
