> Detailanzeige

Humphreys, Ashlee; Chaney, Damien; Slimane, Karim Ben

Megamarketing in Contested Markets: The Struggle between Maintaining and Disrupting Institutions

Literatur-
verwaltung

Zur
Merkliste

Lösche von
Merkliste

Per Whatsapp teilen

Schließen

Merkliste



Sie können Bookmarks mittels Listen verwalten, loggen Sie sich dafür bitte in Ihr SLUB Benutzerkonto ein.
  • Medientyp: E-Artikel
  • Titel: Megamarketing in Contested Markets: The Struggle between Maintaining and Disrupting Institutions
  • Beteiligte: Humphreys, Ashlee; Chaney, Damien; Slimane, Karim Ben
  • Erschienen: Wiley, 2017
  • Erschienen in: Thunderbird International Business Review
  • Sprache: Englisch
  • DOI: 10.1002/tie.21847
  • ISSN: 1096-4762; 1520-6874
  • Schlagwörter: Political Science and International Relations ; Geography, Planning and Development ; Business and International Management
  • Entstehung:
  • Anmerkungen:
  • Beschreibung: <jats:p><jats:italic>Megamarketing, the coordinated effort to influence normative, regulative, and cognitive institutions, has previously been used to study the creation and evolution of markets. We use the concept of megamarketing and its adjoining theory of neo‐institutionalism, to study the conflict between firms that want to destabilize the market and the incumbents that want to maintain the status quo in established markets. Consequently, we extend the concept of megamarketing to contested markets and propose a broader, more global view of marketing that involves all of the stakeholders likely to impact the market. © 2016 Wiley Periodicals, Inc</jats:italic>.</jats:p>