{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,5,2]],"date-time":"2026-05-02T19:16:00Z","timestamp":1777749360491,"version":"3.51.4"},"reference-count":105,"publisher":"Emerald","issue":"2","license":[{"start":{"date-parts":[[2019,4,8]],"date-time":"2019-04-08T00:00:00Z","timestamp":1554681600000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["IMR"],"published-print":{"date-parts":[[2019,4,8]]},"abstract":"<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title>\n<jats:p>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\u2019s drivers, outcomes and boundary conditions for its impact on international market performance.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title>\n<jats:p>The authors draw on the resource-based view and dynamic capabilities theories to develop a model and test it quantitatively via structural equation modeling with survey data from 195 Israeli exporters. In addition, the authors seek insights into the findings through <jats:italic>post hoc<\/jats:italic> in-depth interviews.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Findings<\/jats:title>\n<jats:p>The results indicate that IMA enhances international market performance directly as well as indirectly through exporter\u2019s new products advantage. Interestingly, while promotion adaptation strengthens the positive effect of IMA on new products advantage, product adaptation does not.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Research limitations\/implications<\/jats:title>\n<jats:p>Managers need to develop and improve marketing planning and flexibility maintenance capabilities. Furthermore, while maintaining an emphasis on marketing planning, they need to guard against inertia by embracing outside views, a wider range of solutions and a greater awareness of others\u2019 decision-making styles to develop flexibility maintenance capability and achieve superior IMA.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title>\n<jats:p>A new conceptualization and operationalization of agility specific to an international marketing context is tested empirically. The complementary role of marketing planning capability and flexibility maintenance capability is demonstrated. Importantly, the vital role of new products advantage as a mediator between agility and performance is examined and the moderating role of international marketing strategy adaptation is investigated.<\/jats:p>\n<\/jats:sec>","DOI":"10.1108\/imr-12-2017-0267","type":"journal-article","created":{"date-parts":[[2018,10,1]],"date-time":"2018-10-01T05:37:25Z","timestamp":1538372245000},"page":"289-315","source":"Crossref","is-referenced-by-count":79,"title":["Assessing the drivers and impact of international marketing agility"],"prefix":"10.1108","volume":"36","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-6156-2969","authenticated-orcid":false,"given":"Yoel","family":"Asseraf","sequence":"first","affiliation":[]},{"given":"Luis Filipe","family":"Lages","sequence":"additional","affiliation":[]},{"given":"Aviv","family":"Shoham","sequence":"additional","affiliation":[]}],"member":"140","reference":[{"issue":"2","key":"key2020092403580244100_ref001","doi-asserted-by":"crossref","first-page":"74","DOI":"10.1108\/eb039060","article-title":"The need for strategic flexibility","volume":"5","year":"1984","journal-title":"Journal of Business Strategy"},{"key":"key2020092403580244100_ref002","unstructured":"Aghina, W., Smet, A.D. and Weerda, K. (2015), \u201cAgility: it rhymes with stability\u201d, McKinsey Quarterly, available at: www.mckinsey.com\/business-functions\/organization\/our-insights\/agility-it-rhymes-with-stability (accessed December 15, 2017)."},{"issue":"2","key":"key2020092403580244100_ref003","doi-asserted-by":"crossref","first-page":"135","DOI":"10.1016\/j.jwb.2010.05.001","article-title":"Managerial decision-making in international business: a forty-five-year retrospective","volume":"46","year":"2011","journal-title":"Journal of World Business"},{"issue":"3","key":"key2020092403580244100_ref004","doi-asserted-by":"crossref","first-page":"411","DOI":"10.1037\/0033-2909.103.3.411","article-title":"Structural equation modeling in practice: a review and recommended two-step approach","volume":"103","year":"1988","journal-title":"Psychological Bulletin"},{"key":"key2020092403580244100_ref005","doi-asserted-by":"crossref","unstructured":"Asseraf, Y. and Shoham, A. (2014), \u201cThe impact of strategic orientations on export marketing strategy: new classification and typology\u201d, in Julian, C.C. (Ed.), Research Handbook on Export Marketing, Edward Elgar, Cheltenham, pp. 60-83.","DOI":"10.4337\/9781781954393.00008"},{"issue":"2","key":"key2020092403580244100_ref006","doi-asserted-by":"crossref","first-page":"1","DOI":"10.1509\/jimk.15.2.1","article-title":"Exploratory and exploitative learning in new product development: a social capital perspective on new technology ventures in China","volume":"15","year":"2007","journal-title":"Journal of International Marketing"},{"issue":"1","key":"key2020092403580244100_ref007","doi-asserted-by":"crossref","first-page":"74","DOI":"10.1007\/BF02723327","article-title":"On the evaluation of structural equation models","volume":"16","year":"1988","journal-title":"Journal of the Academy of Marketing Science"},{"issue":"2","key":"key2020092403580244100_ref008","first-page":"35","article-title":"Opportunism as the inhibiting trigger for developing long-term-oriented western exporter\u2013Hong Kong importer relationships","volume":"8","year":"2010","journal-title":"Journal of International Marketing"},{"issue":"1","key":"key2020092403580244100_ref009","doi-asserted-by":"crossref","first-page":"99","DOI":"10.1177\/014920639101700108","article-title":"Firm resources and sustained competitive advantage","volume":"17","year":"1991","journal-title":"Journal of Management"},{"issue":"4","key":"key2020092403580244100_ref010","doi-asserted-by":"crossref","first-page":"571","DOI":"10.1111\/j.1467-8551.2012.00829.x","article-title":"Explaining the causes and effects of dynamic capabilities generation: a multiple\u2010indicator multiple\u2010cause modelling approach","volume":"24","year":"2013","journal-title":"British Journal of Management"},{"issue":"1","key":"key2020092403580244100_ref011","first-page":"7","article-title":"The new competitive landscape","volume":"16","year":"1995","journal-title":"Strategic Management Journal"},{"issue":"5","key":"key2020092403580244100_ref012","first-page":"63","article-title":"Why the lean start-up changes everything","volume":"91","year":"2013","journal-title":"Harvard Business Review"},{"issue":"4","key":"key2020092403580244100_ref013","doi-asserted-by":"crossref","first-page":"340","DOI":"10.1108\/02651331211242656","article-title":"International marketing, strategic orientations and business success: reflections on the path ahead","volume":"29","year":"2012","journal-title":"International Marketing Review"},{"issue":"10","key":"key2020092403580244100_ref300","doi-asserted-by":"crossref","first-page":"1418","DOI":"10.1108\/03090561211248107","article-title":"Strategic flexibilities and export performance: the moderating roles of export market-oriented behavior and the export environment","volume":"46","year":"2012","journal-title":"European Journal of Marketing"},{"key":"key2020092403580244100_ref301","doi-asserted-by":"crossref","unstructured":"Carmeli, A., Zivan, I., Gomes, E. and Markman, G.D. (2017), \u201cUnderlining micro socio-psychological mechanisms of buyer-supplier relationships: Implications for inter-organizational learning agility\u201d, Human Resource Management Review, available at: https:\/\/doi.org\/10.1016\/j.hrmr.2016.12.002","DOI":"10.1016\/j.hrmr.2016.12.002"},{"issue":"5","key":"key2020092403580244100_ref014","doi-asserted-by":"crossref","first-page":"976","DOI":"10.1111\/j.1540-5885.2012.01009.x","article-title":"Perspective: new product failure rates: influence of argumentum ad populum and self-interest","volume":"30","year":"2013","journal-title":"Journal of Product Innovation Management"},{"issue":"5","key":"key2020092403580244100_ref302","doi-asserted-by":"crossref","first-page":"1544","DOI":"10.1016\/j.jbusres.2015.10.014","article-title":"Structured knowledge processes and firm performance: The role of organizational agility","volume":"69","year":"2016","journal-title":"Journal of Business Research"},{"issue":"5","key":"key2020092403580244100_ref015","doi-asserted-by":"crossref","first-page":"626","DOI":"10.1108\/IMR-10-2015-0212","article-title":"The determinants of export performance: a review of the literature 2006-2014","volume":"33","year":"2016","journal-title":"International Marketing Review"},{"issue":"5","key":"key2020092403580244100_ref016","doi-asserted-by":"crossref","first-page":"513","DOI":"10.1111\/jpim.12314","article-title":"The agile\u2013stage\u2010gate hybrid model: a promising new approach and a new research opportunity","volume":"33","year":"2016","journal-title":"Journal of Product Innovation Management"},{"key":"key2020092403580244100_ref017","article-title":"Strategic agility through improvisational capabilities: implications for a paradox-sensitive HRM","year":"2018","journal-title":"Human Resource Management Review"},{"issue":"9","key":"key2020092403580244100_ref018","doi-asserted-by":"crossref","first-page":"2000","DOI":"10.1016\/j.jbusres.2013.10.011","article-title":"Linking the formal strategic planning process, planning flexibility, and innovativeness to firm performance","volume":"67","year":"2014","journal-title":"Journal of Business Research"},{"issue":"3","key":"key2020092403580244100_ref019","doi-asserted-by":"crossref","first-page":"95","DOI":"10.2307\/41166447","article-title":"The dynamics of strategic agility: Nokia\u2019s rollercoaster experience","volume":"50","year":"2008","journal-title":"California Management Review"},{"issue":"2\/3","key":"key2020092403580244100_ref020","first-page":"370","article-title":"Embedding strategic agility: a leadership agenda for accelerating business model renewal","volume":"43","year":"2010","journal-title":"Long Range Planning"},{"issue":"3","key":"key2020092403580244100_ref101","doi-asserted-by":"crossref","first-page":"260","DOI":"10.1111\/jpim.12268","article-title":"The influence of organizational and national culture on new product performance","volume":"33","year":"2016","journal-title":"Journal of Product Innovation Management"},{"issue":"10","key":"key2020092403580244100_ref021","doi-asserted-by":"crossref","first-page":"4624","DOI":"10.1016\/j.jbusres.2016.04.014","article-title":"An explanatory and predictive model for organizational agility","volume":"69","year":"2016","journal-title":"Journal of Business Research"},{"issue":"1","key":"key2020092403580244100_ref022","doi-asserted-by":"crossref","first-page":"39","DOI":"10.1177\/002224378101800104","article-title":"Evaluating structural equation models with unobservable variables and measurement error","volume":"18","year":"1981","journal-title":"Journal of Marketing Research"},{"issue":"3","key":"key2020092403580244100_ref023","doi-asserted-by":"crossref","first-page":"13","DOI":"10.1525\/cmr.2014.56.3.13","article-title":"Strategic agility in MNEs","volume":"56","year":"2014","journal-title":"California Management Review"},{"issue":"2","key":"key2020092403580244100_ref024","doi-asserted-by":"crossref","first-page":"186","DOI":"10.1177\/002224378802500207","article-title":"An updated paradigm for scale development incorporating uni-dimensionality and its assessment","volume":"25","year":"1988","journal-title":"Journal of Marketing Research"},{"key":"key2020092403580244100_ref026","doi-asserted-by":"crossref","unstructured":"Gnizy, I. and Shoham, A. (2018), \u201cReverse internationalization: a review and suggestions for future research\u201d, in Leonidou, L.C., Katsikeas, C.S., Samiee, S. and Aykol, B. (Eds), Advances in Global Marketing, Springer, Cham, pp. 59-67.","DOI":"10.1007\/978-3-319-61385-7_3"},{"key":"key2020092403580244100_ref027","first-page":"1","article-title":"International marketing agility: special issue call for papers","year":"2017","journal-title":"International Marketing Review"},{"issue":"5","key":"key2020092403580244100_ref028","doi-asserted-by":"crossref","first-page":"733","DOI":"10.1108\/IMR-03-2017-0054","article-title":"Testing the self-selection theory in high corruption environments: evidence from African SMEs","volume":"35","year":"2018","journal-title":"International Marketing Review"},{"issue":"2","key":"key2020092403580244100_ref029","doi-asserted-by":"crossref","first-page":"67","DOI":"10.1509\/jmkg.65.2.67.18259","article-title":"Building organizational capabilities for managing economic crisis: the role of market orientation and strategic flexibility","volume":"65","year":"2001","journal-title":"Journal of Marketing"},{"issue":"1","key":"key2020092403580244100_ref030","doi-asserted-by":"crossref","first-page":"59","DOI":"10.1016\/j.jwb.2009.04.006","article-title":"Understanding multi-level institutional convergence effects on international market segments and global marketing strategy","volume":"45","year":"2010","journal-title":"Journal of World Business"},{"issue":"3","key":"key2020092403580244100_ref031","doi-asserted-by":"crossref","first-page":"50","DOI":"10.1509\/jim.14.0019","article-title":"Business and cultural aspects of psychic distance and complementarity of capabilities in export relationships","volume":"22","year":"2014","journal-title":"Journal of International Marketing"},{"issue":"1","key":"key2020092403580244100_ref032","doi-asserted-by":"crossref","first-page":"21","DOI":"10.1108\/02651331311298555","article-title":"Global marketing managers: improving global marketing strategy through soft skill development","volume":"30","year":"2013","journal-title":"International Marketing Review"},{"issue":"3","key":"key2020092403580244100_ref033","doi-asserted-by":"crossref","first-page":"308","DOI":"10.1108\/IMR-06-2013-0113","article-title":"Marketing process adaptation: antecedent factors and new product performance implications in export markets","volume":"31","year":"2014","journal-title":"International Marketing Review"},{"key":"key2020092403580244100_ref034","volume-title":"Multivariate Data Analysis","year":"2010"},{"issue":"4","key":"key2020092403580244100_ref035","doi-asserted-by":"crossref","first-page":"51","DOI":"10.1509\/jmkg.65.4.51.18380","article-title":"Dependence, trust, and relational behavior on the part of foreign subsidiary marketing operations: implications for managing global marketing operations","volume":"65","year":"2001","journal-title":"Journal of Marketing"},{"issue":"3","key":"key2020092403580244100_ref036","doi-asserted-by":"crossref","first-page":"379","DOI":"10.1016\/j.jwb.2015.07.002","article-title":"Strategy development: driving improvisation in Malaysia","volume":"51","year":"2016","journal-title":"Journal of World Business"},{"key":"key2020092403580244100_ref037","unstructured":"Hofstede, G. (2017), \u201cWhat about Israel\u201d, available at: www.hofstedeinsights.com\/countrycomparison\/israel\/ (accessed December 17, 2017)."},{"issue":"7","key":"key2020092403580244100_ref038","doi-asserted-by":"crossref","first-page":"958","DOI":"10.1108\/MIP-03-2015-0058","article-title":"The marketing manager as a Jazz musician","volume":"33","year":"2015","journal-title":"Marketing Intelligence and Planning"},{"issue":"3","key":"key2020092403580244100_ref039","doi-asserted-by":"crossref","first-page":"36","DOI":"10.1509\/jimk.19.3.36","article-title":"The trade-off between customer and technology orientations: impact on innovation capabilities and export performance","volume":"19","year":"2011","journal-title":"Journal of International Marketing"},{"issue":"2","key":"key2020092403580244100_ref040","doi-asserted-by":"crossref","first-page":"449","DOI":"10.1007\/s10490-017-9524-1","article-title":"Planning to improvise? The role of reasoning in the strategy process: evidence from Malaysia","volume":"35","year":"2018","journal-title":"Asia Pacific Journal of Management"},{"issue":"4","key":"key2020092403580244100_ref041","doi-asserted-by":"crossref","first-page":"493","DOI":"10.1177\/0092070300284003","article-title":"Firm-level export performance assessment: review, evaluation, and development","volume":"28","year":"2000","journal-title":"Journal of the Academy of Marketing Science"},{"issue":"2","key":"key2020092403580244100_ref042","doi-asserted-by":"crossref","first-page":"1","DOI":"10.1509\/jm.15.0287","article-title":"Assessing performance outcomes in marketing","volume":"80","year":"2016","journal-title":"Journal of Marketing"},{"issue":"9","key":"key2020092403580244100_ref043","doi-asserted-by":"crossref","first-page":"867","DOI":"10.1002\/smj.549","article-title":"Strategy fit and performance consequences of international marketing standardization","volume":"27","year":"2006","journal-title":"Strategic Management Journal"},{"issue":"6","key":"key2020092403580244100_ref044","doi-asserted-by":"crossref","first-page":"1199","DOI":"10.1111\/jpim.12183","article-title":"An empirical investigation of the antecedents and outcomes of NPD portfolio success","volume":"31","year":"2014","journal-title":"Journal of Product Innovation Management"},{"issue":"1","key":"key2020092403580244100_ref045","doi-asserted-by":"crossref","first-page":"1","DOI":"10.1007\/s11747-013-0336-7","article-title":"Resource-based theory in marketing","volume":"42","year":"2014","journal-title":"Journal of the Academy of Marketing Science"},{"issue":"1","key":"key2020092403580244100_ref046","doi-asserted-by":"crossref","first-page":"349","DOI":"10.1177\/0149206309350775","article-title":"The resource-based view: a review and assessment of its critiques","volume":"36","year":"2010","journal-title":"Journal of Management"},{"issue":"11","key":"key2020092403580244100_ref047","doi-asserted-by":"crossref","first-page":"4849","DOI":"10.1016\/j.jbusres.2016.04.042","article-title":"VCW-value creation wheel: innovation, technology, business, and society","volume":"69","year":"2016","journal-title":"Journal of Business Research"},{"issue":"5","key":"key2020092403580244100_ref048","doi-asserted-by":"crossref","first-page":"584","DOI":"10.1108\/02651330810904107","article-title":"The STRATADAPT scale: a measure of marketing strategy adaptation to international business markets","volume":"25","year":"2008","journal-title":"International Marketing Review"},{"key":"key2020092403580244100_ref049","doi-asserted-by":"crossref","unstructured":"Lages, L.F., Fonseca, V. and Paulino, M. (2018), \u201cThe VCW-value creation wheel: a framework for market selection and global growth\u201d, in Leonidou, L.C., Katsikeas, C.S., Samiee, S. and Aykol, B. (Eds), Advances in Global Marketing, Springer, Cham, pp. 253-279.","DOI":"10.1007\/978-3-319-61385-7_11"},{"issue":"4","key":"key2020092403580244100_ref050","doi-asserted-by":"crossref","first-page":"47","DOI":"10.1509\/jimk.17.4.47","article-title":"Relationship capabilities, quality, and innovation as determinants of export performance","volume":"17","year":"2009","journal-title":"Journal of International Marketing"},{"issue":"3","key":"key2020092403580244100_ref051","doi-asserted-by":"crossref","first-page":"58","DOI":"10.1525\/cmr.2014.56.3.58","article-title":"Paradoxical leadership to enable strategic agility","volume":"56","year":"2014","journal-title":"California Management Review"},{"issue":"1","key":"key2020092403580244100_ref052","first-page":"14","article-title":"Accounting for common method variance in cross-sectional research designs","volume":"86","year":"2001","journal-title":"Journal of Applied Psychology"},{"issue":"4","key":"key2020092403580244100_ref053","doi-asserted-by":"crossref","first-page":"44","DOI":"10.1509\/jim.13.0055","article-title":"The role of cultural intelligence in marketing adaptation and export performance","volume":"21","year":"2013","journal-title":"Journal of International Marketing"},{"issue":"1\/2","key":"key2020092403580244100_ref054","first-page":"3","article-title":"The big lie of strategic planning","volume":"92","year":"2014","journal-title":"Harvard Business Review"},{"issue":"2","key":"key2020092403580244100_ref055","doi-asserted-by":"crossref","first-page":"225","DOI":"10.1007\/s11575-017-0337-8","article-title":"Dynamic capabilities of multinational enterprises: the dominant logics behind sensing, seizing, and transforming matter!","volume":"58","year":"2018","journal-title":"Management International Review"},{"issue":"1","key":"key2020092403580244100_ref056","doi-asserted-by":"crossref","first-page":"1","DOI":"10.1080\/0267257X.1989.9964084","article-title":"Ten barriers to marketing planning","volume":"5","year":"1989","journal-title":"Journal of Marketing Management"},{"key":"key2020092403580244100_ref057","volume-title":"Marketing Plans: How to Prepare them, how to use them","year":"2011"},{"issue":"4","key":"key2020092403580244100_ref058","doi-asserted-by":"crossref","first-page":"698","DOI":"10.5465\/amr.1998.1255634","article-title":"Organizational improvisation and organizational memory","volume":"23","year":"1998","journal-title":"Academy of Management Review"},{"issue":"1","key":"key2020092403580244100_ref059","doi-asserted-by":"crossref","first-page":"102","DOI":"10.1007\/s11747-011-0279-9","article-title":"Marketing and business performance","volume":"40","year":"2012","journal-title":"Journal of the Academy of Marketing Science"},{"issue":"2","key":"key2020092403580244100_ref060","doi-asserted-by":"crossref","first-page":"271","DOI":"10.1007\/s11747-011-0275-0","article-title":"Export marketing strategy implementation, export marketing capabilities, and export venture performance","volume":"40","year":"2012","journal-title":"Journal of the Academy of Marketing Science"},{"issue":"8","key":"key2020092403580244100_ref061","doi-asserted-by":"crossref","first-page":"909","DOI":"10.1002\/smj.764","article-title":"Market orientation, marketing capabilities, and firm performance","volume":"30","year":"2009","journal-title":"Strategic Management Journal"},{"issue":"4","key":"key2020092403580244100_ref062","doi-asserted-by":"crossref","first-page":"533","DOI":"10.1177\/014920639802400404","article-title":"Relationships between bases of power and work reactions: the mediational role of procedural justice","volume":"24","year":"1998","journal-title":"Journal of Management"},{"key":"key2020092403580244100_ref063","unstructured":"Mourdoukoutas, P. (2014), \u201cMcDonalds lost the Greek market. Is Starbucks next?\u201d, available at: www.forbes.com\/sites\/panosmourdoukoutas\/2014\/06\/24\/mcdonalds-lost-the-greek-market-is-starbucks-next\/#30e1b4b641c3 (accessed May 12, 2018)."},{"issue":"2","key":"key2020092403580244100_ref064","doi-asserted-by":"crossref","first-page":"252","DOI":"10.1007\/s11747-010-0195-4","article-title":"Market orientation and performance of export ventures: the process through marketing capabilities and competitive advantages","volume":"39","year":"2011","journal-title":"Journal of the Academy of Marketing Science"},{"issue":"5","key":"key2020092403580244100_ref065","doi-asserted-by":"crossref","first-page":"1050","DOI":"10.5465\/amj.2010.54533196","article-title":"CEO personality, strategic flexibility, and firm performance: the case of the Indian business process outsourcing industry","volume":"53","year":"2010","journal-title":"The Academy of Management Journal"},{"key":"key2020092403580244100_ref066","doi-asserted-by":"crossref","first-page":"257","DOI":"10.1016\/j.jbusres.2017.04.017","article-title":"The impact of agility on the market performance of born-global firms: an exploratory study of the \u2018Tech City\u2019 innovation cluster","volume":"80","year":"2017","journal-title":"Journal of Business Research"},{"issue":"3","key":"key2020092403580244100_ref067","doi-asserted-by":"crossref","first-page":"41","DOI":"10.1509\/jim.14.0071","article-title":"Does improvisation help or hinder planning in determining export success? decision theory applied to exporting","volume":"23","year":"2015","journal-title":"Journal of International Marketing"},{"issue":"6","key":"key2020092403580244100_ref068","doi-asserted-by":"crossref","first-page":"463","DOI":"10.1080\/0965254X.2012.707675","article-title":"Examining the marketing planning\u2013marketing capability interface and customer-centric performance in SMEs","volume":"20","year":"2012","journal-title":"Journal of Strategic Marketing"},{"issue":"6","key":"key2020092403580244100_ref069","doi-asserted-by":"crossref","first-page":"655","DOI":"10.1007\/s11747-016-0497-2","article-title":"Improving publishing success at JAMS: contribution and positioning","volume":"44","year":"2016","journal-title":"Journal of the Academy Marketing of Science"},{"issue":"7","key":"key2020092403580244100_ref070","doi-asserted-by":"crossref","first-page":"681","DOI":"10.1108\/02634500610711851","article-title":"Agile marketing for the manufacturing-based SME","volume":"24","year":"2006","journal-title":"Marketing Intelligence & Planning"},{"issue":"4","key":"key2020092403580244100_ref071","doi-asserted-by":"crossref","first-page":"357","DOI":"10.1108\/IMR-03-2012-0047","article-title":"The influence of intra-national cultural heterogeneity on product standardisation and adaptation: a qualitative study","volume":"30","year":"2013","journal-title":"International Marketing Review"},{"issue":"1","key":"key2020092403580244100_ref072","doi-asserted-by":"crossref","first-page":"138","DOI":"10.1108\/IMR-12-2015-0292","article-title":"Standardization versus adaptation of global marketing strategies in emerging market cross-border acquisitions","volume":"34","year":"2017","journal-title":"International Marketing Review"},{"issue":"5","key":"key2020092403580244100_ref073","doi-asserted-by":"crossref","first-page":"579","DOI":"10.1016\/j.jbusres.2011.02.009","article-title":"Investigating firm\u2019s customer agility and firm performance: the importance of aligning sense and respond capabilities","volume":"65","year":"2012","journal-title":"Journal of Business Research"},{"key":"key2020092403580244100_ref074","volume-title":"Good Strategy Bad Strategy","year":"2011"},{"issue":"1","key":"key2020092403580244100_ref075","first-page":"135","article-title":"Strategic flexibility in product competition","volume":"16","year":"1995","journal-title":"Strategic Management Journal"},{"issue":"8","key":"key2020092403580244100_ref076","doi-asserted-by":"crossref","first-page":"1079","DOI":"10.1016\/j.jbusres.2011.09.002","article-title":"How organizational learning affects a firm\u2019s flexibility, competitive strategy, and performance","volume":"65","year":"2012","journal-title":"Journal of Business Research"},{"issue":"2","key":"key2020092403580244100_ref077","doi-asserted-by":"crossref","first-page":"179","DOI":"10.1002\/smj.2099","article-title":"On the contingent value of dynamic capabilities for competitive advantage: the nonlinear moderating effect of environmental dynamism","volume":"35","year":"2014","journal-title":"Strategic Management Journal"},{"issue":"4","key":"key2020092403580244100_ref078","first-page":"44","article-title":"Strategic flexibility: organizational preparedness to reverse ineffective strategic decisions","volume":"18","year":"2004","journal-title":"Academy of Management Executive"},{"issue":"1\/2","key":"key2020092403580244100_ref079","first-page":"97","article-title":"Standardization of international strategy and export performance: a meta- analysis","volume":"16","year":"2002","journal-title":"Journal of Global Marketing"},{"issue":"4","key":"key2020092403580244100_ref080","doi-asserted-by":"crossref","first-page":"371","DOI":"10.1177\/0092070304265217","article-title":"The paradox of a marketing planning capability","volume":"32","year":"2004","journal-title":"Journal of the Academy of Marketing Science"},{"issue":"1","key":"key2020092403580244100_ref081","doi-asserted-by":"crossref","first-page":"96","DOI":"10.1509\/jm.75.1.96","article-title":"Product development team stability and new product advantage: the role of decision-making processes","volume":"75","year":"2011","journal-title":"Journal of Marketing"},{"issue":"5","key":"key2020092403580244100_ref082","doi-asserted-by":"crossref","first-page":"671","DOI":"10.1108\/IMR-06-2014-0199","article-title":"Spontaneity and international marketing performance","volume":"33","year":"2016","journal-title":"International Marketing Review"},{"key":"key2020092403580244100_ref083","unstructured":"Sull, D. (2009), \u201cCompeting through organizational agility\u201d, McKinsey Quarterly, available at: www.mckinsey.com\/business-functions\/organization\/our-insights\/competing-through-organizational-agility (accessed December 15, 2017)."},{"issue":"1","key":"key2020092403580244100_ref084","first-page":"137","article-title":"The new product development game","volume":"64","year":"1986","journal-title":"Harvard Business Review"},{"issue":"3","key":"key2020092403580244100_ref303","doi-asserted-by":"crossref","first-page":"537","DOI":"10.1093\/icc\/3.3.537-a","article-title":"The dynamic capabilities of firms: an introduction","volume":"3","year":"1994","journal-title":"Industrial and Corporate Change"},{"issue":"8","key":"key2020092403580244100_ref085","doi-asserted-by":"crossref","first-page":"1395","DOI":"10.1111\/j.1467-6486.2012.01080.x","article-title":"Dynamic capabilities: routines versus entrepreneurial action","volume":"49","year":"2012","journal-title":"Journal of Management Studies"},{"issue":"1","key":"key2020092403580244100_ref086","doi-asserted-by":"crossref","first-page":"8","DOI":"10.1057\/jibs.2013.54","article-title":"A dynamic capabilities-based entrepreneurial theory of the multinational enterprise","volume":"45","year":"2014","journal-title":"Journal of International Business Studies"},{"key":"key2020092403580244100_ref087","unstructured":"Teece, D.J. (2015), \u201cDynamic capabilities: addressing the uncertainties\u201d, available at: www.thinkbrg.com\/professionals-david-teece.html#Multimedia (accessed May 12, 2018)."},{"issue":"4","key":"key2020092403580244100_ref088","doi-asserted-by":"crossref","first-page":"13","DOI":"10.1525\/cmr.2016.58.4.13","article-title":"Dynamic capabilities and organizational agility","volume":"58","year":"2016","journal-title":"California Management Review"},{"issue":"7","key":"key2020092403580244100_ref089","doi-asserted-by":"crossref","first-page":"509","DOI":"10.1002\/(SICI)1097-0266(199708)18:7<509::AID-SMJ882>3.0.CO;2-Z","article-title":"Dynamic capabilities and strategic management","volume":"18","year":"1997","journal-title":"Strategic Management Journal"},{"issue":"2","key":"key2020092403580244100_ref090","doi-asserted-by":"crossref","first-page":"141","DOI":"10.1016\/S0969-5931(02)00094-X","article-title":"Standardization versus adaptation of international marketing strategy: an integrative assessment of the empirical research","volume":"12","year":"2003","journal-title":"International Business Review"},{"issue":"8","key":"key2020092403580244100_ref091","doi-asserted-by":"crossref","first-page":"695","DOI":"10.1016\/j.indmarman.2003.06.009","article-title":"Organizational resources enabling service responsiveness: evidence from Greece","volume":"32","year":"2003","journal-title":"Industrial Marketing Management"},{"key":"key2020092403580244100_ref092","doi-asserted-by":"crossref","first-page":"69","DOI":"10.1016\/j.indmarman.2016.06.013","article-title":"Servitization, digitization and supply chain interdependency","volume":"60","year":"2017","journal-title":"Industrial Marketing Management"},{"issue":"1","key":"key2020092403580244100_ref093","doi-asserted-by":"crossref","first-page":"80","DOI":"10.1509\/jmkg.69.1.80.55505","article-title":"Benchmarking marketing capabilities for sustainable competitive advantage","volume":"69","year":"2005","journal-title":"Journal of Marketing"},{"issue":"4\/5","key":"key2020092403580244100_ref094","doi-asserted-by":"crossref","first-page":"477","DOI":"10.1108\/02651330910971995","article-title":"International marketing adaptation versus standardisation of multinational companies","volume":"26","year":"2009","journal-title":"International Marketing Review"},{"issue":"1","key":"key2020092403580244100_ref095","doi-asserted-by":"crossref","first-page":"31","DOI":"10.1111\/j.1468-2370.2007.00201.x","article-title":"Dynamic capabilities: a review and research agenda","volume":"9","year":"2007","journal-title":"International Journal of Management Reviews"},{"issue":"3","key":"key2020092403580244100_ref304","doi-asserted-by":"crossref","first-page":"5","DOI":"10.1525\/cmr.2014.56.3.5","article-title":"Strategic agility: a state of the art introduction to the special section on strategic agility","volume":"56","year":"2014","journal-title":"California Management Review"},{"issue":"2","key":"key2020092403580244100_ref096","doi-asserted-by":"crossref","first-page":"171","DOI":"10.1002\/smj.4250050207","article-title":"A resource-based view of the firm","volume":"5","year":"1984","journal-title":"Strategic Management Journal"},{"issue":"3\/4","key":"key2020092403580244100_ref097","doi-asserted-by":"crossref","first-page":"453","DOI":"10.1108\/EJM-09-2011-0466","article-title":"Why, how and to what effect do firms deviate from their intended marketing plans? towards a taxonomy of post plan improvisations","volume":"48","year":"2014","journal-title":"European Journal of Marketing"},{"key":"key2020092403580244100_ref098","article-title":"Traditional marketing planning is wrong for your new venture","year":"2012","journal-title":"Harvard Business Review"},{"issue":"1","key":"key2020092403580244100_ref099","doi-asserted-by":"crossref","first-page":"34","DOI":"10.1007\/s13162-012-0026-5","article-title":"Effectual marketing planning for new ventures","volume":"2","year":"2012","journal-title":"AMS Review"},{"key":"key2020092403580244100_ref100","unstructured":"Young, K. (2014), \u201cRevlon and Garnier exit the Chinese $22.8 billion beauty market\u201d, available at: http:\/\/fashion.telegraph.co.uk\/beauty\/news-features\/TMG10563182\/Revlon-and-Garnier-exit-the-Chinese-22.8-billion-beauty-market.html (accessed May 12, 2018)."}],"container-title":["International Marketing Review"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/www.emerald.com\/insight\/content\/doi\/10.1108\/IMR-12-2017-0267\/full\/xml","content-type":"application\/xml","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/www.emerald.com\/insight\/content\/doi\/10.1108\/IMR-12-2017-0267\/full\/html","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2025,7,24]],"date-time":"2025-07-24T21:33:13Z","timestamp":1753392793000},"score":1,"resource":{"primary":{"URL":"http:\/\/www.emerald.com\/imr\/article\/36\/2\/289-315\/183766"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2019,4,8]]},"references-count":105,"journal-issue":{"issue":"2","published-print":{"date-parts":[[2019,4,8]]}},"alternative-id":["10.1108\/IMR-12-2017-0267"],"URL":"https:\/\/doi.org\/10.1108\/imr-12-2017-0267","relation":{},"ISSN":["0265-1335"],"issn-type":[{"value":"0265-1335","type":"print"}],"subject":[],"published":{"date-parts":[[2019,4,8]]}}}