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- W3144887789 abstract "Technological opportunism is a sense-and-respond capability of a firm with respect to the new technology and an important driver of radical technology adoption. The adoption of radical technology by firms is linked to the marketing strategies in different areas like product design, distribution and pricing. The relationship between technological opportunism and marketing capabilities is an important issue in marketing research. In this paper we explore if technological opportunism as a source of competitive advantage is an antecedent of e-marketing capabilities development. Previous research suggests that organizations adopt e-marketing capabilities to transform their business model and for supporting marketing functions, such as communications. We conclude that technological opportunism is an antecedent to e-marketing capabilities development and we formulate several hypothesis to be tested in future research." @default.
- W3144887789 created "2021-04-13" @default.
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- W3144887789 date "2015-01-01" @default.
- W3144887789 modified "2023-09-26" @default.
- W3144887789 title "Technological Opportunism, Antecedent Of E-Marketing Capabilities" @default.
- W3144887789 hasPublicationYear "2015" @default.
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