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Extending the conversation on market driving: An introduction to the special issue

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  • NETL
  • NSTL
  • Elsevier
A vibrant body of research has studied market driving by various firms and in several industries. We attempt to further and deepen prior insights be stimulating conversations on why some market-driving attempts are successful while others fail, and on what really constitutes success in a market-driving context. This special issue presents a mix of theoretical and empirical contributions to extend our exploration of this important topic.

Market-drivingMega-marketingShaping strategyMarket formationProactiveMarket creationMarket transformationVisionStakeholdersSocietySocietal perspective

Schweitzer, Fiona、Malek, Stacey L.、Sarin, Shikhar

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Grenoble Ecole Management

Boise State Univ

2023

10.1016/j.indmarman.2023.09.002

Industrial marketing management

Industrial marketing management

ISSN：0019-8501
年,卷(期)：2023.115(Nov.)
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