Learning generatively to facilitate marketing innovation of international joint ventures in emerging markets
Truong Quang Do,
Nguyen Dinh Tho,
Nguyen-Hau Le
Abstract:PurposeThis study aims to investigate a mediation model in which generative learning positively affects marketing innovation and both organizational control and relationship openness mediate the relationship between learning intent and generative learning of international joint ventures (IJVs) in emerging markets. We also decipher the degree of necessity of these factors for generative learning and of generative learning for marketing innovation.Design/methodology/approachA sample of 181 marketing managers of … Show more
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