The multi-level perspective on sustainability transitions positions established firms (incumbents) as defenders of existing technologies at the “regime level.” By contrast, it positions new entrants at the niche level, as promoters of new technologies. This paper challenges the positioning...

This paper examines the key variances in application and strategy between different social media management strategies and its effective marketing. Social media firms have shown a great ability to control the stages in their product life cycles. These practices lead to managers in these firms...