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Keywords: Value codestruction
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2024) 58 (9): 1995–2030.
Published: 24 September 2024
... opportunism tends to lead to value codestruction independently of the coping strategies employed by other actors. Counterintuitively, the combination of active opportunism and defensive coping strategy presents an opportunity for value cocreation due to its potential to break up older structures and generate...
