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The value relevance of digital marketing capabilities to firm performance
Digital transformation of the marketing organization forces firms to develop new digital marketing capabilities (DMCs) to remain competitive. However, despite considerable academic and managerial interest, the value relevance of DMCs beyond the value achieved through classic marketing capabilities (...
| Autores principales: | , |
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
| Publicado: |
Springer US
2022
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| Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9019537/ https://www.ncbi.nlm.nih.gov/pubmed/35463184 http://dx.doi.org/10.1007/s11747-022-00858-7 |