Improvement of marketing performance: Role of market sensing, digital marketing, and value creation ambidexterity
Nurhayati T., Mulyana M., Putri E.R.P.
Abstract
This study aims to examine the effect of marker sensing capability (MSC), and digital marketing capability (DMC) on marketing performance (MP) with value creation ambidexterity (VCA) as a mediating variable. This research involved 285 leaders or owners of fashion SMEs in Central Java, Indonesia, as respondents. Data analysis used the Structural Equation Model (SEM) approach. This study found that market sensing capability and digital marketing capability have a significant effect on value creation ambidexterity and marketing performance. Furthermore, value creation ambidexterity also has a significant effect on marketing performance. Value creation ambidexterity can mediate the relationship between market sensing capability and digital marketing capability on marketing performance.
Customer relationship management capabilities: Measurement, antecedents and consequences
Feng H., Wang Y., Wang Y., Feng H., Wang Y., Wang Y., Feng H., Wang Y., Wang Y., Feng H., Wang Y., Wang Y., Feng H., Wang Y., Wang Y., Feng H., Wang Y., Wang Y.
Digital marketing capabilities in international firms: a relational perspective
Wang F., Wang F., Wang F.
Benchmarking marketing capabilities for sustainable competitive advantage
Morgan N.A., Vorhies D.W., Morgan N.A., Vorhies D.W., Morgan N.A., Vorhies D.W., Morgan N.A., Vorhies D.W., Morgan N.A., Vorhies D.W.
The futures of magazine publishing: Servitization and co-creation of customer value
Toivonen M., Viljakainen A., Viljakainen A., Toivonen M., Viljakainen A., Viljakainen A., Toivonen M., Viljakainen A., Viljakainen A.
Institutions and axioms: an extension and update of service-dominant logic
Lusch R.F., Vargo S.L., Lusch R.F., Vargo S.L., Lusch R.F., Vargo S.L., Lusch R.F., Vargo S.L.
Service-dominant logic: Continuing the evolution
Lusch R.F., Vargo S.L., Lusch R.F., Vargo S.L., Lusch R.F., Vargo S.L., Lusch R.F., Vargo S.L.
Evolving to a New Dominant Logic for Marketing
Lusch R.F., Lusch R.F., Vargo S.L., Lusch R.F., Lusch R.F., Vargo S.L., Lusch R.F., Lusch R.F., Vargo S.L.
Journal of Business and Industrial Marketing 34 (8), 1813-1826
Boles J. S., Faia S., Marioti B. R., Valter B., Vieira A.
Fostering Innovation, Integration and Inclusion through Interdisciplinary Practices in Management
Desai Vaibhava
The effect of knowledge management capability and dynamic capability on organizational performance
Lee P.-S., Tseng S.-M., Lee P.-S., Tseng S.-M., Lee P.-S., Tseng S.-M., Lee P.-S., Tseng S.-M.
