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Keywords: Technology integration
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2026) 44 (3): 648–665.
Published: 07 October 2025
...Rohit Kumar Singh Purpose This study aims to investigate the impact of real-time marketing intelligence (RTMI) and technological integration (TI) on supply chain agility (SCA), with a focus on organizational flexibility (OFL) as a mediating factor. It seeks to enhance the understanding of how...
