Bhattacharya, Saurabh; Agnihotri, Arpita; Yannopoulou, … - In: International Marketing Review 39 (2021) 3, pp. 509-528
Purpose: The authors combine institutional theory with resource-based theory to explain how emerging market firms (EMFs) manage their technological knowledge capital by venturing into international markets. The authors further explore the contingency effect of international marketing knowledge...