Osei, Collins; Amankwah-Amoah, Joseph; Khan, Zaheer; … - In: International Marketing Review 36 (2019) 2, pp. 190-212
Purpose: In almost every large business, there is a growing recognition of the importance of organisational agility in improving their marketing responsiveness and business survival. However, limited insights have been offered by scholars on multinational enterprises and their marketing agility...