Will Internet Market Newness Improve Performance? An Empirical Study on the Internet Market Innovation of Offline Retailers in China

With the increasing impact of the Internet, the transformation of traditional retailers through Internet innovation has become a pressing issue. Based on the theory of innovation and marketing capability, this study investigated the relationships among adaptive marketing capability (AMC), Internet m...

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Autores principales: Cheng Lu, Tongyu Gu, Jie Chen, Zunli Liu
Formato: article
Lenguaje:EN
Publicado: MDPI AG 2021
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Acceso en línea:https://doaj.org/article/09a100372e634b4dae5f74ea5fb76543
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