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Keywords: Product‐market strategy
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2012) 46 (10): 1389–1417.
Published: 14 September 2012
...Ian Combe; Yiannis Kouropalatis; Paul Hughes; Robert E. Morgan Purpose Firms face high velocity conditions today that render product market strategies increasingly temporal. Strategic flexibility is critical for enabling rapid adaptation to a changing environment. At the same time, managerial...
