Peters, Linda D.; Nenonen, Suvi; Polese, Francesco; … - In: Journal of Business & Industrial Marketing 35 (2020) 9, pp. 1403-1412
Purpose: This paper aims to develop a conceptual framework based on the identification and examination of the mechanisms (termed “viability mechanisms”) under which market-shaping activities yield the emergence of a viable market: one able to adapt to the changing environment over time...