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Keywords: Strategic process
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2012) 46 (10): 1389–1417.
Published: 14 September 2012
...‐market strategy. Product‐market strategy Strategic process Ambidexterity Flexibility Commitment Business performance Corporate strategy Processes are iterative. Crafting strategy is an iterative, real‐time process; commitments must be made, then either revised or stepped up as new...
