International marketing capabilities development: the role of firm cultural intelligence and social media technologies
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Date
2022
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Taylor & Francis
Abstract
The purpose of this study is to analyze how firm cultural intelligence and social media technologies influence the international marketing capabilities of multinational enterprise (MNE) regional offices. The data used in the research were obtained from MNE regional offices located in the Emirate of Dubai, which were analyzed using structural equation modelling. The results indicate that firm cultural intelligence and social media technologies have unique and complementary contributions to the development of international marketing capabilities, and these capabilities play an essential role in firm performance by lessening the adverse effects of foreign market turbulence.
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Hazzam, J., & Wilkins, S. (2022), International marketing capabilities development: the role of firm cultural intelligence and social media technologies, Journal of Marketing Theory and Practice, 30(3), 325-341.