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Please use this identifier to cite or link to this item: http://dspace.bits-pilani.ac.in:8080/jspui/handle/123456789/17797
Title: Gamification as an innovation: a tool to improve organizational marketing performance and sustainability of international firms
Authors: Nigam, Achint
Keywords: Management
Gamification
Sustainablity
Innovation
Issue Date: Mar-2024
Publisher: Emerald
Abstract: This study aims to investigate an under-researched area, an international marketing perspective, based on international dynamic capability, environmental sustainability and organizational marketing performance in gamification and non-gamification-based organizational culture (OC). This paper deepens the understanding of gamification-based and non-gamification-based OC influence on innovation capability and environmental and organizational marketing performance through the theory of organizational creativity and the theory of administrative behavior (AB).
URI: https://www.emerald.com/insight/content/doi/10.1108/imr-05-2022-0113/full/html
http://dspace.bits-pilani.ac.in:8080/jspui/handle/123456789/17797
Appears in Collections:Department of Management

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