How market pressures and organizational readiness drive digital marketing adoption strategies' evolution in small and medium enterprises
Year of publication: |
2023
|
---|---|
Authors: | Su, Jingqin ; Zhang, Yajie ; Wu, Xianyun |
Published in: |
Technological forecasting & social change : an international journal. - Amsterdam : Elsevier, ISSN 0040-1625, ZDB-ID 280700-2. - Vol. 193.2023, p. 1-15
|
Subject: | Case study | Digital marketing | Market pressure | Organizational readiness | Public platform | Strategy evolution | Technology adoption process | KMU | SME | Online-Marketing | Internet marketing | Strategisches Management | Strategic management |
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