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Adopts a firm-level approach and attempts to develop our understanding of the means through which different types of firm compete. Addresses specifically, a lacuna in existing knowledge by investigating a fundamental research question: “How do firms pursuing a prospector mode of market...
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Purpose – The purpose of this research paper is to define a new construct, organisational change capability, which determines an organisation's effectiveness in implementing marketing strategy. Design/methodology/approach – A framework is constructed based on a dynamic concept of strategy,...
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