Spontaneity and international marketing performance
Purpose – The purpose of this paper is to ascertain how today’s international marketers can perform better on the global scene by harnessing spontaneity. Design/methodology/approach – The authors draw on contingency theory to develop a model of the spontaneity – international marketing performance...
| Main Authors: | , , , , |
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| Format: | Article |
| Published: |
Emerald
2016
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| Subjects: | |
| Online Access: | https://eprints.nottingham.ac.uk/39072/ |