How to develop original, courageous ideas in business marketing research : editorial
Year of publication: |
2021
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Authors: | Lindgreen, Adam ; Di Benedetto, C. Anthony ; Kock, Florian |
Published in: |
Industrial marketing management : the international journal for industrial and high-tech firms. - New York, NY [u.a.] : Elsevier, ISSN 0019-8501, ZDB-ID 120124-4. - Vol. 95.2021, p. A1-A4
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Subject: | Assumptions | Business marketing | Courageous ideas | OBC model | Observe-bridge-challenge model | Original ideas | Research | Theory development |
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