Murray, John A.; O’Driscoll, Aidan; Torres, Ann - In: European Journal of Marketing 36 (2002) 3, pp. 373-390
Marketing practice varies among firms. However, the prescriptive literature emphasises a universal view of practice, a “one‐size‐fits‐all” view. This paper addresses the issue of explaining diversity in competitive space and over time. Diversity in competitive space reflects the...