Grundvåg Ottesen, Geir; Grønhaug, Kjell - In: European Journal of Marketing 36 (2002) 11/12, pp. 1209-1224
Managers are frequently exposed to abstract, theoretical concepts, of which some are attended to while others are neglected. To become meaningful for managers, new abstract concepts must be reflected upon and given content. In this paper, we explore how and to what extent managers understand and...