Mehmet Pa\c{s}a; Shugan, Steven M. - In: Management Science 42 (1996) 3, pp. 370-388
This paper has three objectives: (1) to construct a theoretical model that aids in evaluating marketing expertise, (2 …) to use that theoretical model to identify factors influencing the value of marketing expertise, and (3) to empirically … test the model by observing how different market conditions influence whether companies emphasize marketing expertise. We …