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Investigating the revised international marketing strategies during COVID-19 based on resources and capabilities of the firms: A mixed method approach

This paper aims to identify the revised international marketing strategies in communication during the COVID-19 pandemic by utilizing the firm's resources and capabilities. We conducted in-depth interviews and a questionnaire survey with key stakeholders of retail organizations which changed th...

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Detalles Bibliográficos
Autores principales:	Behl, Abhishek, Jayawardena, Nirma, Nigam, Achint, Pereira, Vijay, Shankar, Amit, Jebarajakirthy, Charles
Formato:	Online Artículo Texto
Lenguaje:	English
Publicado:	Elsevier Inc. 2023
Materias:	Article
Acceso en línea:	https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9827000/ https://www.ncbi.nlm.nih.gov/pubmed/36644446 http://dx.doi.org/10.1016/j.jbusres.2023.113662

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