UGC Approved Journal no 63975(19)

ISSN: 2349-5162 | ESTD Year : 2014
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Published in:

Volume 6 Issue 6
June-2019
eISSN: 2349-5162

UGC and ISSN approved 7.95 impact factor UGC Approved Journal no 63975

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Published Paper ID:
JETIR1908379


Registration ID:
225145

Page Number

519-527

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Title

INFLUENCE OF DIGITAL MARKETING ON INCUMBENT FIRM IN BRAND RECOGNITION AND FORMING BENCHMARK IN THE MARKET

Abstract

Combining extant literature with insights from the case, we argue that incumbent firms face four competing concerns—capability (existing versus requisite), focus (product versus process), collaboration (internal versus external), and governance (control versus flexibility)—and that these concerns are systemically interrelated. Past research provides instructive yet incomplete answers as to how incumbent firms can address competing concerns as they embrace digital innovation. In particular, it offers only partial explanations of why different concerns emerge, how they manifest, and how firms can manage them

Key Words

INCUMBENT FIRMS, DIGITAL INNOVATION,

Cite This Article

"INFLUENCE OF DIGITAL MARKETING ON INCUMBENT FIRM IN BRAND RECOGNITION AND FORMING BENCHMARK IN THE MARKET", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.519-527, June 2019, Available :http://www.jetir.org/papers/JETIR1908379.pdf

ISSN


2349-5162 | Impact Factor 7.95 Calculate by Google Scholar

An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 7.95 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator

Cite This Article

"INFLUENCE OF DIGITAL MARKETING ON INCUMBENT FIRM IN BRAND RECOGNITION AND FORMING BENCHMARK IN THE MARKET", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp519-527, June 2019, Available at : http://www.jetir.org/papers/JETIR1908379.pdf

Publication Details

Published Paper ID: JETIR1908379
Registration ID: 225145
Published In: Volume 6 | Issue 6 | Year June-2019
DOI (Digital Object Identifier):
Page No: 519-527
Country: PUNE, MAHARASHTRA, India .
Area: Management
ISSN Number: 2349-5162
Publisher: IJ Publication


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