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Keywords: Digital marketing capabilities
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Journal Articles
Digital marketing capabilities, entrepreneurial orientation and franchise systems' performance
Available to Purchase
Journal:
Management Decision
Management Decision (2024) 62 (12): 3978–3995.
Published: 04 July 2024
...Matheus Dermonde; Bruno Brandão Fischer; Gustavo Hermínio Salati Marcondes Moraes Purpose We adopt the conceptual lens of the Dynamic Capabilities Approach to evaluate the relationship between Entrepreneurial Orientation (EO), Digital Marketing Capabilities (DMC), and Performance in Brazilian...
