Platform success in the international marketplace: reconfiguring digital resources for marketing agility
(2024)
Journal Article
Weng, C., Liu, M. J., Ye, D., Huang, J., & Liu, P. C. (2024). Platform success in the international marketplace: reconfiguring digital resources for marketing agility. International Marketing Review, https://doi.org/10.1108/IMR-08-2023-0199
Purpose This paper explores how platforms reconfigure versatile digital resources to achieve marketing agility in international markets. Design/methodology/approach We draw on a case study of a Chinese digital platform to explore the processes... Read More about Platform success in the international marketplace: reconfiguring digital resources for marketing agility.