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Keywords: Pioneering
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Journal Articles
Journal of Business & Industrial Marketing (2011) 27 (1): 41–56.
Published: 16 December 2011
...Gloria Parra‐Requena; María José Ruiz‐Ortega; Pedro Manuel García‐Villaverde Purpose This paper seeks to examine how dense and cohesive social networks can lead to pioneering. In this sense, the specific aim of this study is to analyse the mediating role placed by marketing and technological...
