de Jong, Ad; Zacharias, Nicolas A.; Nijssen, Edwin J. - In: Journal of the Academy of Marketing Science 49 (2020) 2, pp. 304-326
enable their resource endowments using value-based selling. Drawing on effectuation logic, the authors examine how young … variability exerts a (nonsignificant) negative impact. The results also confirm the importance of value-based selling as a guiding … mechanism that significantly alters the effects of both types of resource slack and their variability over time. While value-based …