Listar Artículos de revista INARBE - INARBE aldizkari artikuluak por autor UPNA "Martín Martín, Óscar"
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Causal foreign market selection and effectual entry decision-making: the mediating role of collaboration to enhance international performance
Foreign market selection and entry are important decisions for internationalizing small and medium-sized enterprises (SMEs) because they involve uncertainty, and influence performance. While it is inherent in effectual ... -
Determinants of mobile social media use, customer heterogeneity, and international microsegmentation
How to effectively examine the heterogeneous nature of consumer preferences across borders and cultures is a challenge for firms that use mobile social media. This study identifies the determinants of individuals’ mobile ... -
Value creation in mobile social media: a systematic review and agenda for future research
Purpose: the purpose of this study is to provide a systematic review of the current state of research regarding mobile social media use for value creation by firms and customers and an agenda for future research. ...