Riding digital transformation in international context: the agile marketing capability

Moi, Ludovica;Cabiddu, Francesca
2019-01-01

Abstract

This study seeks to identify key theoretical dimensions of the Agile Marketing Capability and provide empirical guidelines needed to facilitate its implementation. Our findings extend current theoretical and empirical research on agility concept in the context of digital transformation and international marketing management.
2019
Inglese
Academy of Management Proceedings
Academy of Management
Briarcliff Manor, NY
Ted A. Paterson, et al.
Guclu Atinc
1
33
79th Annual Meeting of the Academy of Management
Esperti anonimi
August 9-13
Boston (USA)
internazionale
scientifica
Agile marketing capability; international management; international marketing; digital transformation; case study
no
274
Moi, Ludovica; Cabiddu, Francesca
4.2 Abstract in Atti di convegno
4 Contributo in Atti di Convegno (Proceeding)::4.2 Abstract in Atti di convegno
2
info:eu-repo/semantics/conferenceObject
open
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