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International dynamic marketing capabilities : developments and a research agendaPfajfar, Gregor ; Mitręga, Maciej ; Shoham, AvivPurpose - In this paper, the authors aim to introduce international dynamic marketing capabilities (IDMCs) theoretically derived from marketing capabilities (MCs), dynamic marketing capabilities ... (DMCs) and international marketing capabilities (IMCs) and provide a novel conceptualization of the concept by applying a holistic view of the international enterprise. Design/methodology/approach - This is a literature review that maps the current research on MCs, DMCs and IMCs and serves as a basis for the theoretical conceptualization of a novel IDMCs concept as well as for the identification of research gaps and the development of future research directions on this phenomenon. Findings - Existing typologies of MCs, DMCs and IMCs are classified into four categories: strategic, operational, analytical and value creation capabilities. A new typology of IDMCs is proposed, consisting of digital MC and dynamic internationalization capability as strategic capabilities, agile IMC, IM excellence and absorptive capability in IM as operational capabilities, IM resilience capability, IM knowledge management capability, AI-enabled IDMC and Industry 4.0-enabled IDMC as analytical capabilities, and ambidextrous IM innovation capability as value creation capability. Finally, the authors identify research gaps and develop research questions that open future research avenues for the coming years. Originality/value - This paper offers a novel view of MCs, DMCs and IMCs and argues that, in contrast to the majority of previous research, a comprehensive understanding of these is only possible if all levels are considered simultaneously: the strategic, the operational, the analytical and the value creation level. A new conceptualization and typology of IDMCs follows this logic. Keywords International dynamic marketing capabilities, International marketing capabilities, Dynamic capabilities, Agile international marketing capability, International marketing resilience capability, Ambidextrous innovation capability, Digital international marketing capability.Vir: International marketing review. - ISSN 0265-1335 (Vol. 41, iss. 1, 2024, str. 1-41)Vrsta gradiva - članek, sestavni del ; neleposlovje za odrasleLeto - 2024Jezik - angleškiCOBISS.SI-ID - 185599235
Avtor
Pfajfar, Gregor |
Mitręga, Maciej |
Shoham, Aviv
Teme
mednarodna trgovina |
trženje |
pregled literature |
international trade |
marketing |
literature review
Vnos na polico
Trajna povezava
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Faktor vpliva
Dostop do baze podatkov JCR je dovoljen samo uporabnikom iz Slovenije. Vaš trenutni IP-naslov ni na seznamu dovoljenih za dostop, zato je potrebna avtentikacija z ustreznim računom AAI.
Leto | Faktor vpliva | Izdaja | Kategorija | Razvrstitev | ||||
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JCR | SNIP | JCR | SNIP | JCR | SNIP | JCR | SNIP |
Baze podatkov, v katerih je revija indeksirana
Ime baze podatkov | Področje | Leto |
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Povezave do osebnih bibliografij avtorjev | Povezave do podatkov o raziskovalcih v sistemu SICRIS |
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Pfajfar, Gregor | 28910 |
Mitręga, Maciej | |
Shoham, Aviv |
Vir: Osebne bibliografije
in: SICRIS
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