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Keywords: Contradictions
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing 1–34.
Published: 28 August 2026
... ( MCN ) team members, and contradictions within LSI–MCN collaborative operations. Design/methodology/approach This mixed-method study draws on activity theory. Sixty-five in-depth interviews were conducted primarily with LSIs and MCN team members; supplementary interviews with five brand sponsors...
Includes: Supplementary data
