<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0186-1042</journal-id>
<journal-title><![CDATA[Contaduría y administración]]></journal-title>
<abbrev-journal-title><![CDATA[Contad. Adm]]></abbrev-journal-title>
<issn>0186-1042</issn>
<publisher>
<publisher-name><![CDATA[Universidad Nacional Autónoma de México, Facultad de Contaduría y Administración]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0186-10422024000200235</article-id>
<article-id pub-id-type="doi">10.22201/fca.24488410e.2024.5017</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Improvement of marketing performance: Role of market sensing, digital marketing, and value creation ambidexterity]]></article-title>
<article-title xml:lang="es"><![CDATA[Mejora del desempeño del marketing: papel de la detección del mercado, el marketing digital y la ambidestreza en la creación de valor]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Mulyana]]></surname>
<given-names><![CDATA[Mulyana]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Nurhayati]]></surname>
<given-names><![CDATA[Tatiek]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Permata Putri]]></surname>
<given-names><![CDATA[Erlinda Ramadhani]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universitas Islam Sultan Agung  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Indonesia</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2024</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2024</year>
</pub-date>
<volume>69</volume>
<numero>2</numero>
<fpage>235</fpage>
<lpage>259</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S0186-10422024000200235&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S0186-10422024000200235&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S0186-10422024000200235&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract This study aims to examine the effect of marker sensing capability (MSC), and digital marketing capability (DMC) on marketing performance (MP) with value creation ambidexterity (VCA) as a mediating variable. This research involved 285 leaders or owners of fashion SMEs in Central Java, Indonesia, as respondents. Data analysis used the Structural Equation Model (SEM) approach. This study found that market sensing capability and digital marketing capability have a significant effect on value creation ambidexterity and marketing performance. Furthermore, value creation ambidexterity also has a significant effect on marketing performance. Value creation ambidexterity can mediate the relationship between market sensing capability and digital marketing capability on marketing performance.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Este estudio tiene como objetivo examinar el efecto de la capacidad de detección de marcadores (MSC), la capacidad de marketing digital (DMC) en el desempeño del marketing (MP) con la ambidestreza de creación de valor (VCA) como variable mediadora. En esta investigación participaron como encuestados 285 líderes o propietarios de PYMES de moda en Java Central, Indonesia. El análisis de datos utilizó el enfoque del Modelo de Ecuaciones Estructurales (SEM). Este estudio encontró que la capacidad de detección del mercado y la capacidad de marketing digital tienen un efecto significativo en la ambidestreza de creación de valor y el desempeño del marketing. Además, la ambidestreza en la creación de valor también tiene un efecto significativo en el desempeño del marketing. La ambidestreza en la creación de valor puede mediar la relación entre la capacidad de detección del mercado y la capacidad del marketing digital en el desempeño del marketing.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[M31]]></kwd>
<kwd lng="en"><![CDATA[M21]]></kwd>
<kwd lng="en"><![CDATA[market sensing capability]]></kwd>
<kwd lng="en"><![CDATA[digital marketing capability]]></kwd>
<kwd lng="en"><![CDATA[value creation ambidexterity]]></kwd>
<kwd lng="en"><![CDATA[marketing performance]]></kwd>
<kwd lng="es"><![CDATA[M31]]></kwd>
<kwd lng="es"><![CDATA[M21]]></kwd>
<kwd lng="es"><![CDATA[capacidad de detección de mercado]]></kwd>
<kwd lng="es"><![CDATA[capacidad de marketing digital]]></kwd>
<kwd lng="es"><![CDATA[ambidestreza en la creación de valor]]></kwd>
<kwd lng="es"><![CDATA[desempeño de marketing]]></kwd>
</kwd-group>
</article-meta>
</front><back>
<ref-list>
<ref id="B1">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Abubaker]]></surname>
<given-names><![CDATA[M. A.]]></given-names>
</name>
<name>
<surname><![CDATA[Siddig]]></surname>
<given-names><![CDATA[B. I.]]></given-names>
</name>
<name>
<surname><![CDATA[Abdel]]></surname>
<given-names><![CDATA[H.A.H.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Market sensing, innovation capability and market performance: The moderating role of internal information dissemination]]></article-title>
<source><![CDATA[International Journal of Advanced and Applied Sciences]]></source>
<year>2017</year>
<volume>4</volume>
<numero>8</numero>
<issue>8</issue>
<page-range>56-67</page-range></nlm-citation>
</ref>
<ref id="B2">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Ahmed]]></surname>
<given-names><![CDATA[A. M.]]></given-names>
</name>
<name>
<surname><![CDATA[Ibrahim]]></surname>
<given-names><![CDATA[S. B.]]></given-names>
</name>
<name>
<surname><![CDATA[Hafiez]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
<name>
<surname><![CDATA[Hasaballah]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Market sensing, innovation capability and market performance: The moderating role of internal information dissemination]]></article-title>
<source><![CDATA[International Journal of Advanced Applied Science]]></source>
<year>2017</year>
<volume>4</volume>
<numero>8</numero>
<issue>8</issue>
<page-range>56-67</page-range></nlm-citation>
</ref>
<ref id="B3">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Anil]]></surname>
<given-names><![CDATA[K. G.]]></given-names>
</name>
<name>
<surname><![CDATA[Ken]]></surname>
<given-names><![CDATA[G.S.]]></given-names>
</name>
<name>
<surname><![CDATA[Christina]]></surname>
<given-names><![CDATA[E. S.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[The interplay between exploration and exploitation in SMEs]]></article-title>
<source><![CDATA[Technology Innovation Entrepreneurship and Competitive Strategy]]></source>
<year>2014</year>
<volume>14</volume>
<numero>4</numero>
<issue>4</issue>
<page-range>3-13</page-range></nlm-citation>
</ref>
<ref id="B4">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Ardyan]]></surname>
<given-names><![CDATA[E.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Market sensing capability and SMEs performance: The mediating role of product Innovativeness Success]]></article-title>
<source><![CDATA[DLSU Business and Economics Review]]></source>
<year>2016</year>
<volume>25</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>79-97</page-range></nlm-citation>
</ref>
<ref id="B5">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[O&#8217;Cass]]></surname>
<given-names><![CDATA[Aron]]></given-names>
</name>
<name>
<surname><![CDATA[Phyra]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Exploring innovation driven value creation in B2B service firms: The roles of the manager, employees, and customers in value creation]]></article-title>
<source><![CDATA[International Small Business Journal]]></source>
<year>2013</year>
<volume>66</volume>
<numero>8</numero>
<issue>8</issue>
<page-range>1074-84</page-range></nlm-citation>
</ref>
<ref id="B6">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Atuahene-gima]]></surname>
<given-names><![CDATA[K.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Resolving the Capability : Rigidity Paradox in New Product Innovation]]></article-title>
<source><![CDATA[Journal of Marketing]]></source>
<year>2005</year>
<volume>69</volume>
<numero>4</numero>
<issue>4</issue>
<page-range>61-83</page-range></nlm-citation>
</ref>
<ref id="B7">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Auh]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
<name>
<surname><![CDATA[Menguc]]></surname>
<given-names><![CDATA[B.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Balancing exploration and exploitation: The moderating role of competitive intensity]]></article-title>
<source><![CDATA[Journal of Business Research]]></source>
<year>2005</year>
<volume>58</volume>
<numero>12</numero>
<issue>12</issue>
<page-range>1652-61</page-range></nlm-citation>
</ref>
<ref id="B8">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Aylin Gozen.]]></surname>
<given-names><![CDATA[B. U.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[The Relationship Between Organizational Ambidexterity and Family Business Performance]]></article-title>
<source><![CDATA[International Journal of Commerce and Finance]]></source>
<year>2018</year>
<volume>4</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>94-107</page-range></nlm-citation>
</ref>
<ref id="B9">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Baden-Fuller]]></surname>
<given-names><![CDATA[C.]]></given-names>
</name>
<name>
<surname><![CDATA[Teece]]></surname>
<given-names><![CDATA[D. J.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Market sensing, dynamic capability, and competitive dynamics]]></article-title>
<source><![CDATA[Industrial Marketing Management]]></source>
<year>2020</year>
<volume>89</volume>
<page-range>105-6</page-range></nlm-citation>
</ref>
<ref id="B10">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Bailey]]></surname>
<given-names><![CDATA[C. J.]]></given-names>
</name>
</person-group>
<source><![CDATA[Competing in low-income markets using dynamic and adaptive market sensing capabilities]]></source>
<year>2013</year>
<page-range>1-113</page-range><publisher-name><![CDATA[Gorgon Institute of Business Science]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B11">
<nlm-citation citation-type="confpro">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Basten]]></surname>
<given-names><![CDATA[D.]]></given-names>
</name>
<name>
<surname><![CDATA[Michalik]]></surname>
<given-names><![CDATA[B.]]></given-names>
</name>
<name>
<surname><![CDATA[Yigit]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
</person-group>
<source><![CDATA[How knowledge management systems support organizational knowledge creation - An in-depth case study]]></source>
<year>2015</year>
<conf-name><![CDATA[ Annual Hawaii International Conference on System Sciences]]></conf-name>
<conf-date>2015-March</conf-date>
<conf-loc> </conf-loc>
<page-range>3870-9</page-range></nlm-citation>
</ref>
<ref id="B12">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Cheng]]></surname>
<given-names><![CDATA[C. C. J.]]></given-names>
</name>
<name>
<surname><![CDATA[Yang]]></surname>
<given-names><![CDATA[C.]]></given-names>
</name>
<name>
<surname><![CDATA[Sheu]]></surname>
<given-names><![CDATA[C.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[The link between eco-innovation and business performance: a Taiwanese industry context]]></article-title>
<source><![CDATA[Journal of Cleaner Production]]></source>
<year>2014</year>
<volume>64</volume>
<page-range>81-90</page-range></nlm-citation>
</ref>
<ref id="B13">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Chinakidzwa]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Phiri]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Impact of digital marketing capabilities on market performance of small to medium enterprise agro-processors in Harare, Zimbabwe]]></article-title>
<source><![CDATA[Business: Theory and Practice]]></source>
<year>2020</year>
<volume>21</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>746-57</page-range></nlm-citation>
</ref>
<ref id="B14">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Chomiak-Orsa]]></surname>
<given-names><![CDATA[I.]]></given-names>
</name>
<name>
<surname><![CDATA[Liszczyk]]></surname>
<given-names><![CDATA[K.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Digital marketing as a digital revolution in marketing communication]]></article-title>
<source><![CDATA[Informatyka Ekonomiczna]]></source>
<year>2020</year>
<volume>2020</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>9-19</page-range></nlm-citation>
</ref>
<ref id="B15">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Christopher]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Lowson]]></surname>
<given-names><![CDATA[R.]]></given-names>
</name>
<name>
<surname><![CDATA[Peck]]></surname>
<given-names><![CDATA[H.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Creating Agile Supply Chains in The Fashion Industry]]></article-title>
<source><![CDATA[International Journal of Retail and Distribution Management]]></source>
<year>2004</year>
<volume>32</volume>
<numero>8</numero>
<issue>8</issue>
<page-range>367-76</page-range></nlm-citation>
</ref>
<ref id="B16">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Clark]]></surname>
<given-names><![CDATA[B. H.]]></given-names>
</name>
<name>
<surname><![CDATA[Ambler]]></surname>
<given-names><![CDATA[T.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Marketing performance measurement: evolution of research and practice]]></article-title>
<source><![CDATA[International Journal of Business Performance Management]]></source>
<year>2001</year>
<volume>3</volume>
<numero>2-4</numero>
<issue>2-4</issue>
<page-range>231-44</page-range></nlm-citation>
</ref>
<ref id="B17">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Coreynen]]></surname>
<given-names><![CDATA[W.]]></given-names>
</name>
<name>
<surname><![CDATA[Matthyssens]]></surname>
<given-names><![CDATA[P.]]></given-names>
</name>
<name>
<surname><![CDATA[Van Bockhaven]]></surname>
<given-names><![CDATA[W.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Boosting servitization through digitization: Pathways and dynamic resource configurations for manufacturers]]></article-title>
<source><![CDATA[Industrial Marketing Management]]></source>
<year>2016</year>
<volume>60</volume>
<page-range>42-53</page-range></nlm-citation>
</ref>
<ref id="B18">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Day]]></surname>
<given-names><![CDATA[G. S.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[The Capabilities of Market-Driven Organizations]]></article-title>
<source><![CDATA[Journal of Marketing]]></source>
<year>1994</year>
<volume>58</volume>
<numero>4</numero>
<issue>4</issue>
<page-range>37-52</page-range></nlm-citation>
</ref>
<ref id="B19">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Day]]></surname>
<given-names><![CDATA[G. S.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Closing the Marketing Capabilities Gap]]></article-title>
<source><![CDATA[Journal of Marketing]]></source>
<year>2011</year>
<volume>75</volume>
<numero>July</numero>
<issue>July</issue>
<page-range>183-95</page-range></nlm-citation>
</ref>
<ref id="B20">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[De Pelsmacker]]></surname>
<given-names><![CDATA[P.]]></given-names>
</name>
<name>
<surname><![CDATA[van Tilburg]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
<name>
<surname><![CDATA[Holthof]]></surname>
<given-names><![CDATA[C.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Digital marketing strategies, online reviews and hotel performance]]></article-title>
<source><![CDATA[International Journal of Hospitality Management]]></source>
<year>2018</year>
<volume>72</volume>
<page-range>47-55</page-range></nlm-citation>
</ref>
<ref id="B21">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Depaoli]]></surname>
<given-names><![CDATA[P.]]></given-names>
</name>
<name>
<surname><![CDATA[Za]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
<name>
<surname><![CDATA[Scornavacca]]></surname>
<given-names><![CDATA[E.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[A model for digital development of SMEs: an interaction-based approach]]></article-title>
<source><![CDATA[Journal of Small Business and Enterprise Development]]></source>
<year>2020</year>
<volume>27</volume>
<numero>7</numero>
<issue>7</issue>
<page-range>1049-68</page-range></nlm-citation>
</ref>
<ref id="B22">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Djakasaputra]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
<name>
<surname><![CDATA[Wijaya]]></surname>
<given-names><![CDATA[O. Y. A.]]></given-names>
</name>
<name>
<surname><![CDATA[Utama]]></surname>
<given-names><![CDATA[A. S.]]></given-names>
</name>
<name>
<surname><![CDATA[Yohana]]></surname>
<given-names><![CDATA[C.]]></given-names>
</name>
<name>
<surname><![CDATA[Romadhoni]]></surname>
<given-names><![CDATA[B.]]></given-names>
</name>
<name>
<surname><![CDATA[Fahlevi]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Empirical study of Indonesian SMEs sales performance in digital era: The role of quality service and digital marketing]]></article-title>
<source><![CDATA[International Journal of Data and Network Science]]></source>
<year>2021</year>
<volume>5</volume>
<numero>3</numero>
<issue>3</issue>
<page-range>303-10</page-range></nlm-citation>
</ref>
<ref id="B23">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Ga]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Yang]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Hong]]></surname>
<given-names><![CDATA[P.]]></given-names>
</name>
<name>
<surname><![CDATA[Modi]]></surname>
<given-names><![CDATA[S. B.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Int. J. Production Economics Impact of lean manufacturing and environmental management on business performance: An empirical study of manufacturing firms]]></article-title>
<source><![CDATA[Intern. Journal of Production Economics]]></source>
<year>2011</year>
<volume>129</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>251-61</page-range></nlm-citation>
</ref>
<ref id="B24">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Garvin]]></surname>
<given-names><![CDATA[D. A.]]></given-names>
</name>
<name>
<surname><![CDATA[Gino]]></surname>
<given-names><![CDATA[F.]]></given-names>
</name>
<name>
<surname><![CDATA[Edmondson]]></surname>
<given-names><![CDATA[A. C.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Is Yours a Learning Organization? Teaming facing dynamic conditions View project Building the future-how cross-industry teaming works View project]]></article-title>
<source><![CDATA[Harvard Business Review]]></source>
<year>2008</year>
<page-range>1-10</page-range></nlm-citation>
</ref>
<ref id="B25">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Giovannetti]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Cardinali]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
<name>
<surname><![CDATA[Sharma]]></surname>
<given-names><![CDATA[P.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Sales technology and salespeople&#8217;s ambidexterity: an ecosystem approach]]></article-title>
<source><![CDATA[Journal of Business and Industrial Marketing]]></source>
<year>2020</year>
<volume>36</volume>
<numero>4</numero>
<issue>4</issue>
<page-range>615-29</page-range></nlm-citation>
</ref>
<ref id="B26">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Gura&#728;u]]></surname>
<given-names><![CDATA[C.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Positioning strategies in the value-added chain of the biopharmaceutical sector: the case of UK SMEs]]></article-title>
<source><![CDATA[Journal of Consumer Marketing]]></source>
<year>2015</year>
<volume>21</volume>
<numero>7</numero>
<issue>7</issue>
<page-range>476-85</page-range></nlm-citation>
</ref>
<ref id="B27">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Hair]]></surname>
<given-names><![CDATA[J. F.]]></given-names>
</name>
</person-group>
<source><![CDATA[Multivariate Data Analysis]]></source>
<year>2010</year>
<publisher-name><![CDATA[Pearson Prentice Hall]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B28">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Haksever]]></surname>
<given-names><![CDATA[C. R. C. R. G. C.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[A Model of Value Creation: Strategic View]]></article-title>
<source><![CDATA[Journal of Business Ethics]]></source>
<year>2004</year>
<volume>49</volume>
<page-range>291-305</page-range></nlm-citation>
</ref>
<ref id="B29">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Hasyim]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
<name>
<surname><![CDATA[Nasirwan]]></surname>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Building marketing performance through digital marketing and database-based networking capability in Indonesian SMEs]]></article-title>
<source><![CDATA[International Journal of Data and Network Science]]></source>
<year>2022</year>
<volume>6</volume>
<numero>4</numero>
<issue>4</issue>
<page-range>1125-34</page-range></nlm-citation>
</ref>
<ref id="B30">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[He]]></surname>
<given-names><![CDATA[Z. L.]]></given-names>
</name>
<name>
<surname><![CDATA[Wong]]></surname>
<given-names><![CDATA[P. K.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Exploration vs. Exploitation: An Empirical Test of the Ambidexterity Hypothesis]]></article-title>
<source><![CDATA[Organization Science]]></source>
<year>2004</year>
<volume>15</volume>
<numero>4</numero>
<issue>4</issue>
<page-range>481-94</page-range></nlm-citation>
</ref>
<ref id="B31">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Hendar]]></surname>
<given-names><![CDATA[H.]]></given-names>
</name>
<name>
<surname><![CDATA[Zulfa]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Ratnawati]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
<name>
<surname><![CDATA[Mulyana]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Religio-centric product strategy on marketing performance]]></article-title>
<source><![CDATA[Journal of Research in Marketing and Entrepreneurship]]></source>
<year>2020</year>
<volume>22</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>181-203</page-range></nlm-citation>
</ref>
<ref id="B32">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Herzallah]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
<name>
<surname><![CDATA[Gutierrez-Gutierrez]]></surname>
<given-names><![CDATA[L. J.]]></given-names>
</name>
<name>
<surname><![CDATA[Munoz Rosas]]></surname>
<given-names><![CDATA[J. F.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Quality ambidexterity, competitive strategies, and financial performance: An empirical study in industrial firms]]></article-title>
<source><![CDATA[International Journal of Operations and Production Management]]></source>
<year>2017</year>
<volume>37</volume>
<numero>10</numero>
<issue>10</issue>
<page-range>1496-519</page-range></nlm-citation>
</ref>
<ref id="B33">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Indre Jucaityt&#417;]]></surname>
<given-names><![CDATA[J. M.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Peculiarities of social media integration into marketing communication]]></article-title>
<source><![CDATA[Procedia - Social and Behavioral Sciences]]></source>
<year>2014</year>
<page-range>23-5</page-range></nlm-citation>
</ref>
<ref id="B34">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Jasmand]]></surname>
<given-names><![CDATA[C.]]></given-names>
</name>
<name>
<surname><![CDATA[Blazevic]]></surname>
<given-names><![CDATA[V.]]></given-names>
</name>
<name>
<surname><![CDATA[De Ruyter]]></surname>
<given-names><![CDATA[K.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Generating sales while providing service: A study of customer service representatives&#8217; ambidextrous behavior]]></article-title>
<source><![CDATA[Journal of Marketing]]></source>
<year>2012</year>
<volume>76</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>20-37</page-range></nlm-citation>
</ref>
<ref id="B35">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Kafetzopoulos]]></surname>
<given-names><![CDATA[D.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Organizational ambidexterity: antecedents, performance and environmental uncertainty]]></article-title>
<source><![CDATA[Business Process Management Journal]]></source>
<year>2020</year>
<volume>27</volume>
<numero>3</numero>
<issue>3</issue>
<page-range>922-40</page-range></nlm-citation>
</ref>
<ref id="B36">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Kallio]]></surname>
<given-names><![CDATA[K.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[The effectiveness of using social media as a marketing communication tactic]]></article-title>
<source><![CDATA[International Business]]></source>
<year>2015</year>
<page-range>6-54</page-range></nlm-citation>
</ref>
<ref id="B37">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Kane]]></surname>
<given-names><![CDATA[G. C.]]></given-names>
</name>
<name>
<surname><![CDATA[Palmer]]></surname>
<given-names><![CDATA[D.]]></given-names>
</name>
<name>
<surname><![CDATA[Phillips]]></surname>
<given-names><![CDATA[A. N.]]></given-names>
</name>
<name>
<surname><![CDATA[Kiron]]></surname>
<given-names><![CDATA[D.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Is Your Business Ready for a Digital Future?]]></article-title>
<source><![CDATA[MIT Sloan Management Review]]></source>
<year>2015</year>
<volume>56</volume>
<numero>4</numero>
<issue>4</issue>
<page-range>37-44</page-range></nlm-citation>
</ref>
<ref id="B38">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Kankam-Kwarteng]]></surname>
<given-names><![CDATA[C.]]></given-names>
</name>
<name>
<surname><![CDATA[Sarpong]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
<name>
<surname><![CDATA[Amofah]]></surname>
<given-names><![CDATA[O.]]></given-names>
</name>
<name>
<surname><![CDATA[Acheampong]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Marketing performance of service firms: Recognizing market sensing capability and customer interaction orientation]]></article-title>
<source><![CDATA[Journal of Tourism, Heritage and Services Marketing]]></source>
<year>2021</year>
<volume>7</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>38-48</page-range></nlm-citation>
</ref>
<ref id="B39">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Kauppila]]></surname>
<given-names><![CDATA[O.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Creating ambidexterity by integrating and balancing structurally separate interorganizational partnerships]]></article-title>
<source><![CDATA[Strategic Organization]]></source>
<year>2010</year>
<volume>8</volume>
<numero>4</numero>
<issue>4</issue>
<page-range>284-312</page-range></nlm-citation>
</ref>
<ref id="B40">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Kawira]]></surname>
<given-names><![CDATA[K. D.]]></given-names>
</name>
<name>
<surname><![CDATA[Mukulu]]></surname>
<given-names><![CDATA[E.]]></given-names>
</name>
<name>
<surname><![CDATA[Odhiambo]]></surname>
<given-names><![CDATA[R.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Effect of Digital Marketing on the Performance of MSMES in Kenya Kimathi Doreen Kawira]]></article-title>
<source><![CDATA[Journal of Marketing &amp; Communication]]></source>
<year>2019</year>
<volume>2</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>1-23</page-range></nlm-citation>
</ref>
<ref id="B41">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Lavie]]></surname>
<given-names><![CDATA[D.]]></given-names>
</name>
<name>
<surname><![CDATA[Stettner]]></surname>
<given-names><![CDATA[U.]]></given-names>
</name>
<name>
<surname><![CDATA[Tushman]]></surname>
<given-names><![CDATA[M. L.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Exploration and exploitation within and across organizations]]></article-title>
<source><![CDATA[Academy of Management Annals]]></source>
<year>2010</year>
<volume>4</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>109-55</page-range></nlm-citation>
</ref>
<ref id="B42">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Lin]]></surname>
<given-names><![CDATA[J. H.]]></given-names>
</name>
<name>
<surname><![CDATA[Wang]]></surname>
<given-names><![CDATA[M. Y.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Complementary assets, appropriability, and patent commercialization: Market sensing capability as a moderator]]></article-title>
<source><![CDATA[Asia Pacific Management Review]]></source>
<year>2015</year>
<volume>20</volume>
<numero>3</numero>
<issue>3</issue>
<page-range>141-7</page-range></nlm-citation>
</ref>
<ref id="B43">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Lindblom]]></surname>
<given-names><![CDATA[A. T.]]></given-names>
</name>
<name>
<surname><![CDATA[Olkkonen]]></surname>
<given-names><![CDATA[R. M.]]></given-names>
</name>
<name>
<surname><![CDATA[Mitronen]]></surname>
<given-names><![CDATA[L.]]></given-names>
</name>
<name>
<surname><![CDATA[Kajalo]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Market-Sensing Capability and Business Performance of Retail Entrepreneurs]]></article-title>
<source><![CDATA[Contemporary Management Research]]></source>
<year>2008</year>
<volume>4</volume>
<numero>3</numero>
<issue>3</issue>
<page-range>219-36</page-range></nlm-citation>
</ref>
<ref id="B44">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Lubatkin]]></surname>
<given-names><![CDATA[M. H.]]></given-names>
</name>
<name>
<surname><![CDATA[Simsek]]></surname>
<given-names><![CDATA[Z.]]></given-names>
</name>
<name>
<surname><![CDATA[Ling]]></surname>
<given-names><![CDATA[Y.]]></given-names>
</name>
<name>
<surname><![CDATA[Veiga]]></surname>
<given-names><![CDATA[J. F.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Ambidexterity and performance in small-to medium-sized firms: The pivotal role of top management team behavioral integration]]></article-title>
<source><![CDATA[Journal of Management]]></source>
<year>2006</year>
<volume>32</volume>
<numero>5</numero>
<issue>5</issue>
<page-range>646-72</page-range></nlm-citation>
</ref>
<ref id="B45">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Mahajan]]></surname>
<given-names><![CDATA[G.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Value Dominant Logic]]></article-title>
<source><![CDATA[Journal of Creating Value]]></source>
<year>2017</year>
<volume>3</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>217-35</page-range></nlm-citation>
</ref>
<ref id="B46">
<nlm-citation citation-type="">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Mahajan]]></surname>
<given-names><![CDATA[G.]]></given-names>
</name>
</person-group>
<source><![CDATA[Value Creation: The Definitive Guide for Business Leaders. Book Review]]></source>
<year>2018</year>
<volume>22</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>239-42</page-range></nlm-citation>
</ref>
<ref id="B47">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[March]]></surname>
<given-names><![CDATA[J. G.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Exploration and exploitation in organizational learning]]></article-title>
<source><![CDATA[Organization Science]]></source>
<year>1991</year>
<volume>2</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>71</page-range></nlm-citation>
</ref>
<ref id="B48">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Mardi]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Arief]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Furinto]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
<name>
<surname><![CDATA[Kumaradjaja]]></surname>
<given-names><![CDATA[R.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Sustaining Organizational Performance Through Organizational Ambidexterity by Adapting Social Technology]]></article-title>
<source><![CDATA[Journal of the Knowledge Economy]]></source>
<year>2016</year>
</nlm-citation>
</ref>
<ref id="B49">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Martinette]]></surname>
<given-names><![CDATA[L. A.]]></given-names>
</name>
<name>
<surname><![CDATA[Obenchain-leeson]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[The Relationship Between Learning Orientation and Business Performance and The Moderating Effect of Competitive Advantage: A Service Organization Perspective]]></article-title>
<source><![CDATA[Journal of Service Science]]></source>
<year>2012</year>
<volume>5</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>43-58</page-range></nlm-citation>
</ref>
<ref id="B50">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Matarazzo]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Penco]]></surname>
<given-names><![CDATA[L.]]></given-names>
</name>
<name>
<surname><![CDATA[Profumo]]></surname>
<given-names><![CDATA[G.]]></given-names>
</name>
<name>
<surname><![CDATA[Quaglia]]></surname>
<given-names><![CDATA[R.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Digital transformation and customer value creation in Made in Italy SMEs: A dynamic capabilities perspective]]></article-title>
<source><![CDATA[Journal of Business Research]]></source>
<year>2021</year>
<volume>123</volume>
<page-range>642-56</page-range></nlm-citation>
</ref>
<ref id="B51">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Mathews]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
<name>
<surname><![CDATA[Bianchi]]></surname>
<given-names><![CDATA[C.]]></given-names>
</name>
<name>
<surname><![CDATA[Perks]]></surname>
<given-names><![CDATA[K. J.]]></given-names>
</name>
<name>
<surname><![CDATA[Healy]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Internet marketing capabilities and international market growth]]></article-title>
<source><![CDATA[International Business Review]]></source>
<year>2015</year>
<volume>25</volume>
<numero>4</numero>
<issue>4</issue>
<page-range>820-30</page-range></nlm-citation>
</ref>
<ref id="B52">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Morgan]]></surname>
<given-names><![CDATA[N. A.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Marketing and business performance]]></article-title>
<source><![CDATA[J. of the Acad. Mark. Sci.]]></source>
<year>2012</year>
<volume>40</volume>
<page-range>102-19</page-range></nlm-citation>
</ref>
<ref id="B53">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Morgan]]></surname>
<given-names><![CDATA[N. A.]]></given-names>
</name>
<name>
<surname><![CDATA[Slotegraaf]]></surname>
<given-names><![CDATA[R. J.]]></given-names>
</name>
<name>
<surname><![CDATA[Vorhies]]></surname>
<given-names><![CDATA[D. W.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Linking marketing capabilities with profit growth]]></article-title>
<source><![CDATA[International Journal of Research in Marketing]]></source>
<year>2009</year>
<volume>26</volume>
<numero>4</numero>
<issue>4</issue>
<page-range>284-93</page-range></nlm-citation>
</ref>
<ref id="B54">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Morgan]]></surname>
<given-names><![CDATA[N. A.]]></given-names>
</name>
<name>
<surname><![CDATA[Vorhies]]></surname>
<given-names><![CDATA[D. W.]]></given-names>
</name>
<name>
<surname><![CDATA[Mason]]></surname>
<given-names><![CDATA[C. H.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Research Notes and Commentaries Market orientation, Marketing Capabilities and Firm Performance]]></article-title>
<source><![CDATA[Strategic Management Journal]]></source>
<year>2009</year>
<volume>30</volume>
<page-range>909-20</page-range></nlm-citation>
</ref>
<ref id="B55">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Mu]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Marketing capability , organizational adaptation and new product development performance]]></article-title>
<source><![CDATA[Industrial Marketing Management]]></source>
<year>2015</year>
<volume>49</volume>
<page-range>151-66</page-range></nlm-citation>
</ref>
<ref id="B56">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Mulyana]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Hendar]]></surname>
<given-names><![CDATA[H.]]></given-names>
</name>
<name>
<surname><![CDATA[Zulfa]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Ratnawati]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Marketing Innovativeness on Marketing Performance: Role of Religio-Centric Relational Marketing Strategy]]></article-title>
<source><![CDATA[Journal of Relationship Marketing]]></source>
<year>2020</year>
<volume>19</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>52-74</page-range></nlm-citation>
</ref>
<ref id="B57">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Mulyana]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Nurhayati]]></surname>
<given-names><![CDATA[T.]]></given-names>
</name>
<name>
<surname><![CDATA[Nurkholis]]></surname>
<given-names><![CDATA[L.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Cultural and System Relational Capabilities on Business Performance: Role of Value Co-Creation Activities]]></article-title>
<source><![CDATA[Journal of Asia-Pacific Business]]></source>
<year>2022</year>
<volume>23</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>5-23</page-range></nlm-citation>
</ref>
<ref id="B58">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Nuryakin]]></surname>
<given-names><![CDATA[N.]]></given-names>
</name>
<name>
<surname><![CDATA[Aryanto]]></surname>
<given-names><![CDATA[V. D. W.]]></given-names>
</name>
<name>
<surname><![CDATA[Setiawan]]></surname>
<given-names><![CDATA[M. B.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Mediating effect of value creation in the relationship between relational capabilities on business performance]]></article-title>
<source><![CDATA[Contaduria y Administracion]]></source>
<year>2018</year>
<volume>63</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>1-21</page-range></nlm-citation>
</ref>
<ref id="B59">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[O&#8217;Cass]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
<name>
<surname><![CDATA[Sok]]></surname>
<given-names><![CDATA[P.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Exploring innovation driven value creation in B2B service firms: The roles of the manager, employees, and customers in value creation]]></article-title>
<source><![CDATA[Journal of Business Research]]></source>
<year>2013</year>
<volume>66</volume>
<numero>8</numero>
<issue>8</issue>
<page-range>1074-84</page-range></nlm-citation>
</ref>
<ref id="B60">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Olavarrieta]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
<name>
<surname><![CDATA[Friedmann]]></surname>
<given-names><![CDATA[R.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Market orientation, knowledge-related resources and firm performance]]></article-title>
<source><![CDATA[Journal of Business Research]]></source>
<year>2008</year>
<volume>61</volume>
<numero>6</numero>
<issue>6</issue>
<page-range>623-30</page-range></nlm-citation>
</ref>
<ref id="B61">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Osakwe]]></surname>
<given-names><![CDATA[C. N.]]></given-names>
</name>
<name>
<surname><![CDATA[Chovancova]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Ogbonna]]></surname>
<given-names><![CDATA[B. U.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Linking SMEs Profitability to Brand Orientation and Market-Sensing Capability: A Service Sector Evidence]]></article-title>
<source><![CDATA[Periodica Polytechnica Social and Management Sciences]]></source>
<year>2016</year>
<volume>24</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>34-40</page-range></nlm-citation>
</ref>
<ref id="B62">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Ramani]]></surname>
<given-names><![CDATA[G.]]></given-names>
</name>
<name>
<surname><![CDATA[Kumar]]></surname>
<given-names><![CDATA[V.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Interaction Orientation and Firm]]></article-title>
<source><![CDATA[Journal of Marketing]]></source>
<year>2008</year>
<volume>72</volume>
<page-range>27-45</page-range></nlm-citation>
</ref>
<ref id="B63">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Rust]]></surname>
<given-names><![CDATA[R. T.]]></given-names>
</name>
<name>
<surname><![CDATA[Ambler]]></surname>
<given-names><![CDATA[T.]]></given-names>
</name>
<name>
<surname><![CDATA[Carpenter]]></surname>
<given-names><![CDATA[G. S.]]></given-names>
</name>
<name>
<surname><![CDATA[Kumar]]></surname>
<given-names><![CDATA[V.]]></given-names>
</name>
<name>
<surname><![CDATA[Rajendra]]></surname>
<given-names><![CDATA[K.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Measuring Marketing Productivity: Current Knowledge and Future Directions]]></article-title>
<source><![CDATA[Journal of Marketing]]></source>
<year>2004</year>
<volume>68</volume>
<numero>4</numero>
<issue>4</issue>
<page-range>76-89</page-range></nlm-citation>
</ref>
<ref id="B64">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Sahi]]></surname>
<given-names><![CDATA[G. K.]]></given-names>
</name>
<name>
<surname><![CDATA[Gupta]]></surname>
<given-names><![CDATA[M. C.]]></given-names>
</name>
<name>
<surname><![CDATA[Cheng]]></surname>
<given-names><![CDATA[T. C. E.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[The effects of strategic orientation on operational ambidexterity: A study of Indian SMEs in the industry 4.0 era]]></article-title>
<source><![CDATA[International Journal of Production Economics]]></source>
<year>2020</year>
<volume>220</volume>
<page-range>107395</page-range></nlm-citation>
</ref>
<ref id="B65">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Sawicki]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Digital Marketing]]></article-title>
<source><![CDATA[World Scientific News]]></source>
<year>2016</year>
<volume>48</volume>
<page-range>82-8</page-range></nlm-citation>
</ref>
<ref id="B66">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Shankar]]></surname>
<given-names><![CDATA[V.]]></given-names>
</name>
<name>
<surname><![CDATA[Grewal]]></surname>
<given-names><![CDATA[D.]]></given-names>
</name>
<name>
<surname><![CDATA[Sunder]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
<name>
<surname><![CDATA[Fossen]]></surname>
<given-names><![CDATA[B.]]></given-names>
</name>
<name>
<surname><![CDATA[Peters]]></surname>
<given-names><![CDATA[K.]]></given-names>
</name>
<name>
<surname><![CDATA[Agarwal]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Digital marketing communication in global marketplaces: A review of extant research, future directions, and potential approaches]]></article-title>
<source><![CDATA[International Journal of Research in Marketing]]></source>
<year>2022</year>
<volume>39</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>541-65</page-range></nlm-citation>
</ref>
<ref id="B67">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Sobel]]></surname>
<given-names><![CDATA[M. E.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Asymptotic Confidence Intervals for Indirect Effects in Structural Equation Models]]></article-title>
<source><![CDATA[Sociological Methodology]]></source>
<year>1982</year>
<volume>13</volume>
<numero>1982</numero>
<issue>1982</issue>
<page-range>290</page-range></nlm-citation>
</ref>
<ref id="B68">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Soliman]]></surname>
<given-names><![CDATA[H. S.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Customer Relationship Management and Its Relationship to the Marketing Performance]]></article-title>
<source><![CDATA[International Journal of Business and Social Science]]></source>
<year>2011</year>
<volume>2</volume>
<numero>10</numero>
<issue>10</issue>
<page-range>474-88</page-range></nlm-citation>
</ref>
<ref id="B69">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Sørensen]]></surname>
<given-names><![CDATA[F.]]></given-names>
</name>
<name>
<surname><![CDATA[Jensen]]></surname>
<given-names><![CDATA[J. F.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Value creation and knowledge development in tourism experience encounters]]></article-title>
<source><![CDATA[Tourism Management]]></source>
<year>2015</year>
<volume>46</volume>
<page-range>336-46</page-range></nlm-citation>
</ref>
<ref id="B70">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Sugiyarti]]></surname>
<given-names><![CDATA[G.]]></given-names>
</name>
<name>
<surname><![CDATA[Ardyan]]></surname>
<given-names><![CDATA[E.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Market sensing capability and product innovation advantages in emerging markets]]></article-title>
<source><![CDATA[DLSU Business and Economics Review]]></source>
<year>2017</year>
<volume>27</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>175-89</page-range></nlm-citation>
</ref>
<ref id="B71">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Tariq]]></surname>
<given-names><![CDATA[E.]]></given-names>
</name>
<name>
<surname><![CDATA[Alshurideh]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Akour]]></surname>
<given-names><![CDATA[I.]]></given-names>
</name>
<name>
<surname><![CDATA[Al-Hawary]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[The effect of digital marketing capabilities on organizational ambidexterity of the information technology sector]]></article-title>
<source><![CDATA[International Journal of Data and Network Science]]></source>
<year>2022</year>
<volume>6</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>401-8</page-range></nlm-citation>
</ref>
<ref id="B72">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Teece]]></surname>
<given-names><![CDATA[D. J.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Explicating Dynamic Capabilities: The Nature and Microfondations of Sustainable Enterprise Performance]]></article-title>
<source><![CDATA[Strategic Management Journal]]></source>
<year>2007</year>
<volume>28</volume>
<page-range>1319-50</page-range></nlm-citation>
</ref>
<ref id="B73">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Tseng]]></surname>
<given-names><![CDATA[S.-M.]]></given-names>
</name>
<name>
<surname><![CDATA[Lee]]></surname>
<given-names><![CDATA[P.-S.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[The effect of knowledge management capability and dynamic capability on organizational performance]]></article-title>
<source><![CDATA[Journal of Enterprise Information Management]]></source>
<year>2014</year>
<volume>27</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>158-79</page-range></nlm-citation>
</ref>
<ref id="B74">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Desai]]></surname>
<given-names><![CDATA[Vaibhava]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Fostering Innovation, Integration and Inclusion through Interdisciplinary Practices in Management]]></article-title>
<source><![CDATA[International Journal of Trend in Scientific Research and Development]]></source>
<year>2019</year>
<page-range>196-200</page-range></nlm-citation>
</ref>
<ref id="B75">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Valter]]></surname>
<given-names><![CDATA[B.]]></given-names>
</name>
<name>
<surname><![CDATA[Vieira]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
<name>
<surname><![CDATA[Faia]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
<name>
<surname><![CDATA[Boles]]></surname>
<given-names><![CDATA[J. S.]]></given-names>
</name>
<name>
<surname><![CDATA[Marioti]]></surname>
<given-names><![CDATA[B. R.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[The role of self-regulatory mode on acquisition-retention ambidexterity]]></article-title>
<source><![CDATA[Journal of Business and Industrial Marketing]]></source>
<year>2019</year>
<volume>34</volume>
<numero>8</numero>
<issue>8</issue>
<page-range>1813-26</page-range></nlm-citation>
</ref>
<ref id="B76">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Vargo]]></surname>
<given-names><![CDATA[S. L.]]></given-names>
</name>
<name>
<surname><![CDATA[Lusch]]></surname>
<given-names><![CDATA[R. F.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Evolving to for Logic Marketing]]></article-title>
<source><![CDATA[Journal of Marketing]]></source>
<year>2004</year>
<volume>68</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>1-17</page-range></nlm-citation>
</ref>
<ref id="B77">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Vargo]]></surname>
<given-names><![CDATA[S. L.]]></given-names>
</name>
<name>
<surname><![CDATA[Lusch]]></surname>
<given-names><![CDATA[R. F.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Service-Dominant Logic&#8221; Continuing the Evolution Service-dominant logic: continuing the evolution]]></article-title>
<source><![CDATA[Journal of the Acad. Mark. Sci]]></source>
<year>2008</year>
<volume>36</volume>
<page-range>1-10</page-range></nlm-citation>
</ref>
<ref id="B78">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Vargo]]></surname>
<given-names><![CDATA[S. L.]]></given-names>
</name>
<name>
<surname><![CDATA[Lusch]]></surname>
<given-names><![CDATA[R. F.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Institutions and axioms: an extension and update of service-dominant logic]]></article-title>
<source><![CDATA[Journal of the Acad. Mark. Sci]]></source>
<year>2016</year>
<volume>44</volume>
<page-range>5-23</page-range></nlm-citation>
</ref>
<ref id="B79">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Viljakainen]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
<name>
<surname><![CDATA[Toivonen]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[The futures of magazine publishing: Servitization and co-creation of customer value]]></article-title>
<source><![CDATA[Futures]]></source>
<year>2014</year>
<volume>64</volume>
<page-range>19-28</page-range></nlm-citation>
</ref>
<ref id="B80">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Vorhies]]></surname>
<given-names><![CDATA[D. W.]]></given-names>
</name>
<name>
<surname><![CDATA[Morgan]]></surname>
<given-names><![CDATA[N.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Capabilities for Sustainable]]></article-title>
<source><![CDATA[Journal of Marketing]]></source>
<year>2005</year>
<volume>69</volume>
<page-range>80-94</page-range></nlm-citation>
</ref>
<ref id="B81">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Wang]]></surname>
<given-names><![CDATA[F.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Digital marketing capabilities in international firms: a relational perspective]]></article-title>
<source><![CDATA[International Marketing Review]]></source>
<year>2020</year>
<volume>37</volume>
<numero>3</numero>
<issue>3</issue>
<page-range>559-77</page-range></nlm-citation>
</ref>
<ref id="B82">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Wang]]></surname>
<given-names><![CDATA[Yonggui]]></given-names>
</name>
<name>
<surname><![CDATA[F.]]></surname>
<given-names><![CDATA[H.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Customer relationship management capabilities: Measurement, antecedents and consequences]]></article-title>
<source><![CDATA[Management Decision]]></source>
<year>2012</year>
<volume>50</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>115-29</page-range></nlm-citation>
</ref>
<ref id="B83">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Yoo]]></surname>
<given-names><![CDATA[Y.]]></given-names>
</name>
<name>
<surname><![CDATA[Boland]]></surname>
<given-names><![CDATA[R. J.]]></given-names>
</name>
<name>
<surname><![CDATA[Lyytinen]]></surname>
<given-names><![CDATA[K.]]></given-names>
</name>
<name>
<surname><![CDATA[Majchrzak]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Organizing for innovation in the digitized world]]></article-title>
<source><![CDATA[Organization Science]]></source>
<year>2012</year>
<volume>23</volume>
<numero>5</numero>
<issue>5</issue>
<page-range>1398-408</page-range></nlm-citation>
</ref>
</ref-list>
</back>
</article>
