The main purpose of the paper is to investigate the applicability of real-time marketing scorecard as a benchmarking tool for measuring and driving dynamic marketing performance in service-dominated sectors. Real-time marketing scorecard is a marketing research platform providing real-time data...

The main purpose of the paper is to analyse the international market entry strategies in the light of globalisation processes and to propose a conceptual model of turnkey projects as market entry mode. The specific research objectives are as follows: 1. to develop an integrated framework of the...

We live in a world where disruptive technologies, rapid structural changes and economic turbulence are impacting the global economy by accelerating the rise of complexity. Complexity turns out to be a major power business must consider when develop and execute marketing strategies. Globalisation...