KOREASCHOLAR

ORGANISATIONAL AGILITY OF B2B FIRMS’ INTERNATIONALISATION IN TURBULENT TIMES

Nuo Wang, Daniela Corsaro
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422154
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Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
pp.195-201
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Agility involves dynamic capabilities that can adapt to change, reduce complexity, and reconfigure resources. Research on B2B firms' agility in complex international ecosystems is limited. This study explores the essential dynamic capabilities necessary for B2B marketing to enhance organizational agility. Qualitative methods are applied, including focus groups and interviews with managers and officials in various industries. The aim is to contribute to the discussion on B2B firms' capabilities, strategies, and patterns to gain agility in internationalization efforts.

Keyword
Organisational agilityB2B firmsInternationalisationTurbulent timesDynamic capabilities
Author
  • Nuo Wang(Italy, IULM University)
  • Daniela Corsaro(Italy, IULM University)