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Keywords: Digital marketing capabilities
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Journal Articles
Journal:
International Marketing Review
International Marketing Review (2025) 42 (6): 1223–1249.
Published: 08 September 2025
...Arpita Agnihotri; Saurabh Bhattacharya; Alkis Thrassou; Hélène Yildiz Purpose Leveraging upper echelons theory, the authors explored how digital marketing capabilities (DMCs) of emerging market small and medium-sized enterprises (EM-SMEs) help develop international marketing agility (IMA), which...
Journal Articles
Journal:
International Marketing Review
International Marketing Review (2025) 42 (4): 556–584.
Published: 23 January 2025
... enterprises (SMEs) strengthen their dynamic competencies to innovate and expand their global footprint. To fill this theoretical and empirical gap we examine the relationship between BDAI affordances, digital marketing capabilities (DMCs), value-chain innovation and international market goals. Design...
