Martens, Rudy; Matthyssens, Paul; Vandenbempt, Koen - In: Journal of Business Research 65 (2012) 6, pp. 720-728
Volatile environments often force companies to renew their market strategy. In this study, the focus is on the process aspects of a renewal that is characterized by a high degree of ‘muddling through’. This study wants to (1) show the complexity and incremental nature of market strategy...