Ramaswamy, Venkat; Ozcan, Kerimcan - In: Journal of Business & Industrial Marketing 35 (2020) 7, pp. 1165-1178
Purpose: The purpose of this paper is to conceptualize the “interacted” actor and connect it with practices of managerial value creation in an interactive business world. In doing so, it accounts for the interactive agency of actors via dynamics of the creational process across increasing...