Essays about: "marketing capability"
Showing result 1 - 5 of 30 essays containing the words marketing capability.
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1. The influence of uncertainty and firm characteristics on marketing agility : An interview study on the need formarketing agility
University essay from Uppsala universitet/Företagsekonomiska institutionenAbstract : Market changes are held to occur at an ever-faster rate due to forces such as technologicaladvancements, shifting consumer preferences and habits and increased competition. This hascaused a rise in interest for developing more agile working methodologies in marketing. READ MORE
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2. Bibliophiles : Amateur Reviews in a Media Compact Society
University essay from Lunds universitet/Medie- och kommunikationsvetenskap; Lunds universitet/Institutionen för kommunikation och medierAbstract : Bourdieu once spoke of ‘autonomy’ as a cornerstone to the making of a field, an element that demands the creation of contextually tied social values and hierarchies. Within the literary field, these hierarchical structures have been embedded for a long time, ranking cultural producers and other industry-leading agents above the social and the common; the ordinary reader. READ MORE
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3. Transformative Marketing Capabilities - An exploratory study of marketing capabilities in firms transforming markets
University essay from Handelshögskolan i Stockholm/Institutionen för företagande och ledningAbstract : The increased pace of radical innovations and business renewal as a consequence of elevated market turbulence has spurred the acceleration of market transformations. Increased market dynamics also alter common marketing practices, enlarging the gap between such market complexity and firms' marketing ability to cope with the change. READ MORE
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4. A qualitative investigation of the role of dynamic capabilities in the Internationalization of born globals : A case study of SMEs in Liberia and Malawi
University essay from Högskolan i Halmstad/Akademin för företagande, innovation och hållbarhetAbstract : Abstract Purpose: To investigate the role of dynamic capabilities in the Internationalization of born global firms from developing countries in Africa. Design approach/Methods: The study employed a qualitative research method with a multiple case research design. Four born global firms from two developing countries in Africa were analyzed. READ MORE
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5. One-Click Internationalisation through E-Commerce Marketplaces? A qualitative study of the key capabilities for SMEs
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Purpose – While e-commerce marketplaces have changed the way SMEs operate across borders, literature connecting digital platforms with the internationalisation of firms is scarce. Although the Uppsala Model and the Born Global concept acknowledge the influence of digital technologies, they do not capture the phenomenon of e-commerce marketplaces as a new mode of entry. READ MORE