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| International Cognition of Top Managers and Evolution Process of Marketing Dynamic Capability |
| XU Hui,GUO Jing,DENG Yongbing |
| 1. Nankai University, Tianjin, China; 2. Hebei Finance University, Baoding, Hebei, China |
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Abstract Taking Neusoft Corporation as a classical case and according to the 20 years internationalization process of it, our research studies the links between managers’ cognition and capability evolution. We found that international cognitions of top managers such as international intention and culture intelligence are key factors to development of marketing dynamic capability. Specifically, the cognitions influence the stages of capability establishment, improvement and transferring of capability evolvement. We put forward the model for relation between managers’ cognition and capability evolution.
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Received: 24 July 2012
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2013, Vol. 10 
