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Keywords: Proactive market orientation
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Journal Articles
Journal:
Management Decision
Management Decision (2016) 54 (9): 2106–2132.
Published: 17 October 2016
... implications in terms of multi-disciplinary proactive market orientation and data-driven strategy development, allowing firms to respond to changing market conditions in the mobile business promptly and even preemptively. Originality/value The initiative uncovering of latent needs through examining context...
