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What is Cross-Functional Coordination and Marketing Adaptiveness about?

The study examines the antecedents of cross-functional coordination (CFC) and its impact on marketing adaptiveness in firms operating in uncertain environments. Utilizing the motivation–ability–opportunity framework and fuzzy-set qualitative comparative analysis, it identifies key factors such as resource dependency, management support, and multifunctional training that enhance CFC and marketing adaptiveness. The findings suggest that while resource dependency is crucial, excessive dependency can negatively

Author

hung0713s

Language

EN