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Gamification as an innovation: a tool to improve organizational marketing performance and sustainability of international firms

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dc.contributor.author Nigam, Achint
dc.date.accessioned 2025-02-17T06:22:08Z
dc.date.available 2025-02-17T06:22:08Z
dc.date.issued 2024-03
dc.identifier.uri https://www.emerald.com/insight/content/doi/10.1108/imr-05-2022-0113/full/html
dc.identifier.uri http://dspace.bits-pilani.ac.in:8080/jspui/handle/123456789/17797
dc.description.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). en_US
dc.language.iso en en_US
dc.publisher Emerald en_US
dc.subject Management en_US
dc.subject Gamification en_US
dc.subject Sustainablity en_US
dc.subject Innovation en_US
dc.title Gamification as an innovation: a tool to improve organizational marketing performance and sustainability of international firms en_US
dc.type Article en_US


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