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Keywords: Proactive market orientation
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Journal Articles
Dynamic marketing capabilities view on creating market change
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Journal:
European Journal of Marketing
European Journal of Marketing (2018) 52 (5-6): 1007–1036.
Published: 08 February 2018
... of marketing in DCs and to extend beyond a simplistic discussion of DCs by studying proactive market orientation and value innovation as specific DCs. Design/methodology/approach A questionnaire was developed and data were collected from 270 senior executives. After ensuring reliability and validity...
