Lipnickas, Gediminas; Conduit, Jodie; Plewa, Carolin; … - In: Journal of Business & Industrial Marketing 35 (2020) 9, pp. 1441-1451
Purpose: Market shaping research predominantly focusses on the activities of the market shaper, rather than the equally important roles of other market actors. Market shapers may enhance resource density and value creation within markets, yet such influences cannot exhaustively explain how...