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Keywords: Organic market penetration rate
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2025) 59 (13): 1–30.
Published: 12 March 2025
... and product quality is stronger when the market is characterized by a low organic penetration rate. We use the organic market penetration rate (OMPR, hereafter) to describe the share of companies in an industry that have already turned organic. We expect that the OMPR will moderate the effects of turning...
