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Keywords: Positioning strategies
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Journal Articles
Journal of Business & Industrial Marketing (2020) 35 (12): 2111–2125.
Published: 07 May 2020
.... Design/methodology/approach Data are collected using a scenario-based experimental design. Study 1 examines whether interest and involvement in recommending a positioning strategy depends on a manager’s regulatory mode orientation. The impact of such orientations on the likelihood of changing...
