Purpose – For international product managers, one critical question is how fast a new product is likely to be adopted and diffused in different nations. One possible way to answer this question is by collecting data on the diffusion in a large number of countries and analyzing them. However,...

This study examines whether marketing capabilities consistently mediate intangible capital on performance across institutional environments. A partial test of resource-advantage theory is conducted, examining the relationship between four intangible capital elements on marketing capabilities and...