Strategic antecedents and organisational consequences of IMC in different economy types

What is it about?

The article analyses the impact of Market Orientation and Technology Orientation on the IMC implementation effectiveness. It further studies the organizational outcomes of IMC and, more specifically, its effect on market performance, customer performance, and financial performance. With the inter-country context, this article demonstrates the differences in the application of IMC practices in developed and developing economies.

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Why is it important?

This article provides an empirical analysis of the technology orientation impact on IMC, and it confirms the indirect effect of IMC on transferring the company's capability effect on organizational performance. The inter-country context provide a deeper understanding of the IMC implementation in different economy types with different level of environmental dynamism.

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