Similarly market munificence does not moderate

Info iconThis preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

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 Aldrich, Howard E. 1979. Organizations and environments. Englewood Cliffs, NJ: Prentice-Hall. Allred, B. B. and K. S. Swan. 2004. Contextual Influences on International Subsidiaries Product Technology Strategy. Journal of International Management, 10: 259-286. Anderson, Eugene W., Fornell, Claes and Lehmann, Donald R. 1994. Customer Satisfaction, Market Share, and Profitability: Findings From Sweden. Journal of Marketing, 58: 53-66. Bain, Joe S. 1956. Barriers to new competition. Cambridge: Harvard University Press. Bennett, Jonathan. 1988. Events and their Names, Oxford: Oxford UP. Bloodgood, James M., Sapienza, Harry J. and Almidia, James G 1996. The internationalization of new high-potential U.S. ventures: antecedents and outcomes. Entrepreneurship Theory and Practice, 20(4): 61-76. Brodie, Roderick J., Whittome, Jame R. and Brush, Gregory J. 2009. Investigating the service 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...
View Full Document

Ask a homework question - tutors are online