Marketing agility in subsidiaries : market orientation and marketing program standardization as the "twin engines" of performance
Ayşegül Özsomer, Bernard Simonin, and Timo Mandler
| Year of publication: |
2023
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|---|---|
| Authors: | Ozsomer, Aysegul ; Simonin, Bernard L. ; Mandler, Timo |
| Published in: |
Journal of international marketing. - London : Sage Publishing, ISSN 1547-7215, ZDB-ID 2070132-9. - Vol. 31.2023, 2, p. 6-24
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| Subject: | international marketing agility | market orientation | marketing program standardization | responsiveness | subsidiary performance | Marketingmanagement | Marketing management | Standardisierung | Standardization | Unternehmenserfolg | Firm performance | Internationales Marketing | International marketing | Ausländische Tochtergesellschaft | Foreign subsidiary | Marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1177/1069031X221130740 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014294034