Li, Hui; Xu, Lei; Zhang, Junwei; Duan, Yingwen - In: Cross Cultural & Strategic Management 31 (2024) 4, pp. 637-658
assets on marketing dynamic capability. We find that customer orientation has a positive mediating effect on the relationship … between marketing assets and marketing dynamic capability. We also find that the competitive strength of the overseas market … literature with a more fine-grained understanding of marketing assets and marketing dynamic capability, then provides theoretical …
