Figure 3
A diagram representing the AMDO framework of international marketing capabilities configuration. The diagram is divided into four main sections: Antecedents, International Marketing Capabilities Configuration, Strategic Deployment Decisions, and Outcomes. Antecedents include Firm-Level, Market-Level, Business-Level (Strategic), and Industry and Institutional-Level. International Marketing Capabilities Configuration lists various capabilities such as adaptive marketing capabilities, agile capabilities, database marketing capability, and more. Strategic Deployment Decisions include product adaptation, knowledge internationalisation, digital channel adaptation, and other strategies. Outcomes are categorized into strategic outcomes, organizational outcomes, relational and governance outcomes, and performance outcomes.AMDO framework of IMC. Source: Authors' own work