The unfolding of conceivable practice trajectories as market-making opportunities
Published online on October 09, 2024
Abstract
Marketing Theory, Volume 26, Issue 1, Page 49-76, March 2026.
Recently, scholars increasingly emphasize the role of consumers as market-makers – going beyond mere purchasing decisions. However, amidst this newfound attention to consumer-driven market-shaping acts for established markets, little attention is given to ...
Recently, scholars increasingly emphasize the role of consumers as market-makers – going beyond mere purchasing decisions. However, amidst this newfound attention to consumer-driven market-shaping acts for established markets, little attention is given to ...