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企业营销动态能力是企业在市场上营销水平的综合性评价,特别是对跨国企业不同文化维度下营销水平评价具有重要意义,将对企业绩效有着直接相关的影响。本文选取了具有典型企业文化差异的钻石企业展开研究,并且以中国、印度和以色列三个具有较大差异的企业展开问卷调查分析,从这个角度看钻石企业营销动态能力及其企业绩效关系,不断完善企业营销动态能力具有重要的意义。
Dynamic marketing capability of enterprises is a comprehensive evaluation of the marketing level of the enterprises in the market. Especially for the marketing evaluation of multinational corporations in different cultural dimensions, it is of great significance and will have a direct and relevant impact on the performance of enterprises. This paper chooses diamond enterprises with typical corporate culture differences to conduct a research, and takes three big differences between China, India and Israel to carry out the questionnaire survey analysis. From this point of view, the diamond enterprise marketing dynamic ability and its enterprise performance relationship Improve the dynamic marketing capabilities of enterprises of great significance.