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Keywords: Co‐optation
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Journal Articles
Journal of Historical Research in Marketing (2013) 5 (1): 97–114.
Published: 25 January 2013
... be read as an attempt by oppositional forces to co‐opt the goals of the movement, thereby neutralising the threat of the movement and negating the opportunity for radical ideological change. Identifying that cooptation can occur not only through the actors, but also via the “totality” or goals...

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