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Sponsored Artificial Intelligence: A Modern Approach, Global Edition Artificial Intelligence: A Modern Approach, Global Edition

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Ho-Taek Yi

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Review Sep 2026

When market orientation backfires: the asymmetric effects of proactive and responsive orientation on marketing capabilities and performance

This study aims to examine how proactive and responsive market orientations (RMOs) are associated with the development of digital and traditional marketing capabilities (TMCs) in business-to-business (B2B) small and medium-sized enterprises (SMEs), and how those capabilities are related to multiple performance outc...

Minkyung Lee, Ho-Taek Yi · 0 citations

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