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Keywords: MarTech
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Journal Articles
Journal:
International Marketing Review
International Marketing Review (2026) 43 (7): 84–109.
Published: 07 April 2026
...Thomas Anning-Dorson Purpose This study examines how different configurations of network characteristics influence marketing technology (MarTech) adoption among small and medium enterprises (SMEs) in emerging markets. Drawing on network theory, institutional theory, and absorptive capacity...
