Keywords: Real options theory
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Journal Articles
Journal of Business & Industrial Marketing (2024) 39 (1): 85–98.
Published: 26 September 2023
... disruptions through the lens of marketing in SMEs; it combines qualitative and quantitative methods to better understand supply chain disruptions in a marketing context; it applies the real options theory and the RBV of the firm to marketing in the context of supply chain disruptions, and it reflects real...

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