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Keywords: Origin branding
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2025) 59 (8): 1973–1993.
Published: 29 September 2025
... Emerald Publishing Limited Licensed re-use rights only Collaborative market driving Visions Origin branding Authenticity Terroir Rather than reacting to new market opportunities, many firms – both large and small, engage in market driving, where they proactively influence...
