Asseraf, Yoel; Lages, Luis Filipe; Shoham, Aviv - In: International Marketing Review 36 (2019) 2, pp. 289-315
Purpose: The purpose of this paper is to develop and empirically test a new conceptualization of international marketing agility (IMA). Importantly, the empirical test includes agility’s drivers, outcomes and boundary conditions for its impact on international market performance....