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Keywords: Encroachment
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2019) 53 (10): 2126–2145.
Published: 11 June 2019
...Andre Nijhof; Marjolein Bakker; Henk Kievit Purpose This paper aims to elucidate what concepts of encroachment in business-to-consumer markets explain the market share increase of companies with sustainability value propositions. It documents the encroachment field, analyses the practice of ten...
