... extends current understanding about intrinsic motivations of resellers to promote a brand in competitive markets. © Emerald Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only Suraksha Gupta can be contacted at: suraksha.gupta@gmail.com 16 11 2017 07 07...

... Group) innovation process and on 45 semi‐directive interviews of practitioners and experts. Findings The findings descriptively portray the varying competitive conditions as intolerant of conventional strategic marketing planning; and unable to sustain any lasting competitive advantage...