Globalization , Marketing Resources , and Performance : Evidence From China

@inproceedings{Luo2004GlobalizationM,
  title={Globalization , Marketing Resources , and Performance : Evidence From China},
  author={Xueming Luo and Sandra S. Liu},
  year={2004}
}
Two important areas are underexplored in the relationship between marketing resources and performance. First, the subject has been primarily investigated in the context of Western countries, and inadequate attention has been given to emerging economies. Second, despite the recent growth in globalization, the moderating role of globalization on the link between marketing resources and performance has not been investigated. Addressing these important gaps, this article focuses on an emerging… CONTINUE READING
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