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- W3207250320 abstract "Multinational corporations (MNCs) are continuing to invest more in expanding into new markets around the world. These firms are faced with determining the optimal go-to-market strategy in these heterogeneous new markets to attract and retain profitable customers. This paper provides an organizing framework to help firms develop profitable customer-level strategies across countries in the digital environment. We start by providing a summary of the marketing literature on a customer-based execution strategy. Next, we discuss how the evolving digital landscape is affecting firms’ relationships with customers and describe some of the current digital product and process innovations in the marketplace. We discuss boundary conditions for how these digital product and process innovations might affect profitable customer strategies in a global context. In addition, we discuss implementation challenges that MNCs will likely face in deploying these customer-level strategies and other stakeholders (outside of customers) that will likely play a role in the execution of these customer-level strategies. Finally, we summarize set of research questions to guide future research on customer-level strategies in a global digital context." @default.
- W3207250320 created "2021-10-25" @default.
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- W3207250320 date "2022-06-01" @default.
- W3207250320 modified "2023-10-17" @default.
- W3207250320 title "Customer-based execution strategy in a global digital economy" @default.
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- W3207250320 doi "https://doi.org/10.1016/j.ijresmar.2021.09.010" @default.
- W3207250320 hasPublicationYear "2022" @default.
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