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Keywords: Decoupling
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Journal Articles
Qualitative Market Research: An International Journal (2011) 14 (4): 410–428.
Published: 06 September 2011
... are associated with decoupling and/or recoupling strategies and business survival. Decoupling occurs with internal scripts relating to business strategy and external scripts relating to community involvement and customer value. Recoupling was evident with internal scripts related to business strategy, attitude...
