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Keywords: Export strategy
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Journal Articles
Eyes open and hands on: market knowledge and marketing capabilities in export markets
Available to Purchase
Journal:
International Marketing Review
International Marketing Review (2022) 39 (3): 431–462.
Published: 11 January 2022
... ambidexterity, that is, market exploration and market exploitation (Lisboa et al., 2013 ; Zhang et al., 2015) at the business unit level of export-oriented firm. To explain the choice of export strategy to pursue in export markets, we capitalize on two established theories in international...
