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Unformatted text preview: competition force relationships to dynamic global marketing strategy
under the two moderators namely technology adaptation competency and international experience.
Similarly market munificence does not moderate between dynamic global marketing strategy and
consequences. This study also contributes to the understanding on the role of marketing in the strategy
dialogue. For practitioners, the results of the study provide a feasible path for developing competitive
advantage in complex environment. In addition to its empirical contribution, it is hoped that this research
will focus the attention of researchers and managers on the crucial issues that dynamic global marketing
strategy plays in developing market-driven capabilities and shaping the firm’s competitive advantages and
survival. INTERNATIONAL JOURNAL OF BUSINESS STRATEGY, Volume 11, Number 2, 2011 94 REFERENCES
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brand: a customer value perspective. Journal of Business Research, 62(3): 345–355. INTERNATIONAL JOURNAL OF BUSINESS STRATEGY, Volume 11, Number 2, 2011 95 Calantone, Roger J., Cavusgil S. Tamer and Zhao, Yushan. 2002. Learning...
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