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Keywords: Social orientation
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Journal Articles
Benefits and challenges of developing an eco-social orientation: implications for marketing practice
Journal:
European Journal of Marketing
European Journal of Marketing (2021) 55 (4): 1155–1176.
Published: 26 November 2020
.... The purpose of this paper is to explore how different levels of environmental orientation (EO) and social orientation (SO) influence firm outcomes. This paper leverages logic from the too-much-of-a-good-thing effect to predict that firms must strategically align their resources with performance goals...
