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Keywords: Market‐focused strategic flexibility
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2012) 46 (10): 1283–1301.
Published: 14 September 2012
...Ian Combe; Catharina Gylling; Richard Elliott; Marja Toivonen Purpose In this paper the authors aim to introduce the perspective of shared meanings as a prerequisite for the formation of market‐focused strategic flexibility. Design/methodology/approach The authors apply the ideas of co...
