Roberto Mora Cortez

TL;DR: The authors investigates the main differences between prior financial-based crisis and the practices that managers can adopt to navigate and survive the current Coronavirus crisis from a social exchange theory (SET) view.

TL;DR: In this paper, the authors argue that the research efforts should be focused on six major areas of inquiry: Innovation, Customer Journey and Relationship Value, Data Analytics, Harnessing Technology, Marketing/Finance Interface and Revenue Growth, and Industry Context or Ecosystem.

TL;DR: In this paper, the authors examine predicted business-to-business marketing capabilities for the next three to five years by companies in advanced, emerging, and developing economies by identifying the prevalent marketing capabilities in industrial companies operating in an advanced economy (USA), two emerging economies (Chile and Peru) and one developing economy (Bolivia), consolidating the themes in firms orientations.

TL;DR: In this article, the authors examine B2B marketing capabilities of firms in Chile, Mexico and Peru (as Latin American countries), seeking conceptual issues in order to comprehend their business perspectives and contribute to the almost nonexistent body of research in this region.

TL;DR: In this paper, the authors explored a revised model of B2B effects including social media, creativity and emotional appeals, national culture, brand equity and credibility, ad experience social context, and competing messages.