Introduction
Globalization and technological advancements have the tremendous impact on organizations from various perspectives. Internationalization of supply chains, automation of the operational processes, international mobility of individuals and changes in the sales and marketing strategies are some of the most obvious outcomes of the technological progress and globalization. It is not a secret that individuals are becoming more flexible in their choices and brand preferences as they have greater access to information and increasing the choice of competitive and substitute products (Johnson, 2006). With that companies, must seek for innovative ways to compete in the increasingly complex market. This competitiveness ...