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Keywords: Societal value creation
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2026) 60 (9): 2061–2091.
Published: 21 August 2026
... contexts, technology as infrastructure and marketing’s expanding role in societal value creation. Research limitations/implications This conceptual study advances theory by proposing new constructs and frameworks for studying persistent disruption. It identifies opportunities for longitudinal research...
