Keywords: Start-ups
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Journal Articles
Journal of Business & Industrial Marketing (2025) 40 (13): 142–157.
Published: 18 April 2025
...Graciela Corral de Zubielqui; Peter Guckenbiehl; Janice Jones; Hussain Gulzar Rammal Purpose This study aims to explore how variations in goal congruity and lifecycle stages influence start-ups’ approaches to coopetition and how these factors shape their strategies for competing and cooperating...
Journal Articles
Journal Articles
Journal Articles
Journal of Business & Industrial Marketing (2021) 36 (13): 250–262.
Published: 29 October 2021
... aims to offer a thorough view of the dynamic and complex processes characterizing the participation of the start-ups to more than one campaign adopting a business network perspective. Design/methodology/approach In line with an explorative research aim, a multiple case study analysis is performed...
Journal Articles
Journal of Business & Industrial Marketing (2021) 36 (13): 1–14.
Published: 03 September 2020
...Ignat Kulkov; Wilhelm Barner-Rasmussen; Maria Ivanova-Gongne; Anastasia Tsvetkova; Magnus Hellström; Kim Wikström Purpose This study aims to identify how the personal social capital of opinion leaders contributes to the market adoption of start-up innovations. Design/methodology/approach...
Journal Articles

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