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Keywords: Postponement
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Journal Articles
The incompatibility of proactive market orientation and postponement strategy in product differentiation
Open Access
Journal of Business & Industrial Marketing (2023) 38 (13): 92–104.
Published: 07 March 2023
... and product differentiation has received scant attention in marketing research. To fill this research gap, this paper aims to introduce the concept of postponement as a basic logistics strategy, currently used by many firms, and examine the interaction effect of PMO and postponement on new product...
