... configurations as well. Surprisingly, this multistage marketing metamorphosis, particularly when venturing into novel service territories with the aid of social media, has largely eluded scholarly scrutiny. Corresponding author Sylvie Lacoste sylvie.lacoste@profecogest.com 19 06 2024 03 01...

...Robert J. Thomas Purpose The purpose of this paper is to explore the possibility of identifying market segments in multistage markets and assessing whether their alignment could provide a useful managerial approach to find competitive advantage and better understand market opportunities. Design...