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Keywords: Resource based view
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Journal Articles
Advertising intensity and firm performance: the influences of firm age and cultural communication styles
Available to Purchase
Journal:
International Marketing Review
International Marketing Review (2023) 40 (2): 265–289.
Published: 28 December 2022
... boost performance, as well as provide international marketing managers with a clearer picture on how to invest in advertising within their respective markets. A majority of the studies that examine the advertising intensity/performance link rely solely on the resource-based view. The authors...
Journal Articles
Intangible assets, international experience and the internationalisation speed of retailers
Available to Purchase
Journal:
International Marketing Review
International Marketing Review (2014) 31 (6): 601–620.
Published: 10 November 2014
... to internationalise rapidly. © Emerald Group Publishing Limited 2014 Intangible assets Retailers Speed Empirical study International business Internationalization International retailers Resource based view Knowledge based view Home-region concentration While time has traditionally been...
