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Digital maturity and marketing orientation: theoretical foundation and measurement models

  • This paper focuses on the conceptualization of the construct of digital maturity, the effect of digital maturity on corporate performance, and the interdependencies between digital maturity and market orientation with respect to their integrated impact on corporate performance.

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Metadaten
Author of HS ReutlingenRossmann, Alexander
URL:http://web.a.ebscohost.com/ehost/detail/detail?vid=7&sid=4c59c38b-2fc3-4b23-884a-213a18ae01d0%40sdc-v-sessmgr06&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#AN=133821858&db=bth
ISSN:1054-0806
Erschienen in:AMA Summer Educators' Conference proceedings
Publisher:American Marketing Association
Place of publication:Chicago, Ill.
Document Type:Journal article
Language:English
Publication year:2018
Tag:corporate performance; digital maturity; formative assessment; market orientation
Volume:29
Page Number:2
First Page:MS5
Last Page:MS6
DDC classes:380 Handel, Kommunikation, Verkehr
Open access?:Nein