Why shape a market? : empirical evidence on the prominent firm-level and market-level outcomes of market-driving strategy
Year of publication: |
2022
|
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Authors: | Stathakopoulos, Vlasis ; Kottikas, Konstantinos G. ; Painesis, Grigorios ; Theodorakis, Ioannis G. ; Kottika, Efthymia |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 139.2022, p. 1240-1254
|
Subject: | Market change | Market shaping | Market-driving strategy | Market-driving strategy outcomes | Mixed-methods methodology | Partial least squares structural equation modeling (PLS-SEM) | Marketingmanagement | Marketing management | Strategisches Management | Strategic management | Beziehungsmarketing | Relationship marketing |
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