Spontaneity and international marketing performance

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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...

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Bibliographic Details
Main Authors:	Souchon, Anne L., Hughes, Paul, Farrell, Andrew M., Nemkova, Ekaterina, Oliveira, Joao S.
Format:	Article
Published:	Emerald 2016
Subjects:	Exporting International marketing Spontaneity Performance Decision- making Contingency theory
Online Access:	https://eprints.nottingham.ac.uk/39072/

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