...Harriman Samuel Saragih Purpose This study aims to investigate ambicultural sensitivity using the lens of international dynamic marketing capabilities. Specifically, it examines how ambicultural sensitivity and its elements – cognitive understanding, emotional aptitude and behavioral adaptation...

...Harriman Samuel Saragih Purpose This study aims to explore the interplay of ambicultural sensitivity and relational embeddedness in the quality of B2B relationships. Specifically, it examines how these factors contribute to enhancing the adaptability, collaboration and competitive advantage...