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Proactive marketing response to population aging: The roles of capabilities and commitment of firms

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  • Matsuno, Ken
  • Kohlbacher, Florian

Abstract

Strategic flexibility, and explorative and exploitative capabilities have been argued as critical capabilities and as fundamental ingredients of entrepreneurial marketing. Most past studies have tested the efficacy of these capabilities for firms' proactive marketing responses in the context of immediate task environments over which a firm has considerable direct influence. Unfortunately, few empirical studies have researched general environments that are not only essentially uncontrollable but also those for which it is difficult to discern their opportunity–threat implications.

Suggested Citation

  • Matsuno, Ken & Kohlbacher, Florian, 2020. "Proactive marketing response to population aging: The roles of capabilities and commitment of firms," Journal of Business Research, Elsevier, vol. 113(C), pages 93-104.
    • Handle: RePEc:eee:jbrese:v:113:y:2020:i:c:p:93-104
    DOI: 10.1016/j.jbusres.2019.01.042
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    References listed on IDEAS

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