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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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