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Keywords: International dynamic marketing capabilities
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Journal Articles
Journal of Business & Industrial Marketing (2025) 40 (4): 1027–1045.
Published: 18 April 2025
...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...
