Diaz Ruiz, Carlos A.; Baker, Jonathan J.; Mason, Katy; … - In: Journal of Business & Industrial Marketing 35 (2020) 9, pp. 1389-1401
Purpose: This paper aims to investigate two seminal market-scanning frameworks – the five-forces analysis and PESTEL environmental scanning tool – to assess their readiness for anticipating market-shaping acts. Design/methodology/approach: Drawing on the market-shaping literature that...