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List of works by Joel Mero

Agile logic for SaaS implementation: Capitalizing on marketing automation software in a start-up

scientific article published on 19 March 2022

An effectual approach to executing dynamic capabilities under unexpected uncertainty

scientific article published in November 2022

Antecedents of Market Orientation in The Banking Sector During Its Digital Transformation

scientific article

B2B influencer marketing: Conceptualization and four managerial strategies

scientific article published in January 2023

Consumer behavior with augmented reality in retail: a review and research agenda

scientific article published on 29 March 2021

Digital content marketing in business markets: Activities, consequences, and contingencies along the customer journey

scientific article published in August 2022

Effectual and causal reasoning in the adoption of marketing automation

scientific article published in April 2020

How a glass-processing SME developed its big data competence

scientific article published in 2021

Implications of the COVID-19 pandemic on market orientation in retail banking

scientific article

Medicine of the future: How and who is going to treat us?

scientific article published in February 2023

Social Media Influencers as Mediators of Commercial Messages

scientific article published on 10 July 2022

The effects of two-way communication and chat service usage on consumer attitudes in the e-commerce retailing sector

scientific article

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