Ana Maria Machado Toaldo

TL;DR: In this article, the authors analyzed the effect of absorptive capacity (ACAP) on organizational performance and found that the relationship between ACAP and performance is mediated by marketing capabilities (innovative capability and new product development capability).

TL;DR: In this article, the mediating role of the marketing strategy process in the relationship between innovativeness and organizational performance in SMEs is examined, and it is shown that the mediator role is stronger when considering the formulation-implementation path than when taking into account the activities of the formulation and implementation of marketing strategies separately.

TL;DR: In this article, the influence of innovative organizational culture has on marketing strategy formulation and results, and how this relationship affects organizational performance, based on Menon et al.'s (1999) model.

TL;DR: In this paper, integrated marketing communication (IMC) process is considered a way to develop a long-term relationship with the organization's stakeholders and increase its results, besides that, there is still...

TL;DR: Analysis of results in this research has shown the signifi cant variables and their connections to build a model of marketing strategy making that contributes to the study of Marketing Theory.