Knowledge of the history of a management discipline is of great importance for the understanding of its evolution and its current state. The importance of structuring historical methods related to
In this paper, we adopt a strategy-as-practice perspective and establish a link to the practices of brand meaning cocreation. We contribute empirical insights gained in the context of a small,
It is imperative that all organisations should become sustainable over the long-run, but many are not familiar with these practices and the impact thereof. Various efforts have been made to develop
Extant research has established consumer dominance as a significant phenomenon in contemporary marketing. Theoretical groundwork has convincingly argued for a distinctive consumer dominant paradigm.
Local economic crises are part of the growth trajectory of emerging markets yet the literature fails to offer insights on why some firms in emerging markets are more affected than others by a local
