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A configuration of managerial assumptions and strategy: Toward a synthesis
(
Inderscience Enterprises Ltd.
, 2018 , Article)
This paper investigates how management perception and business strategy fits with the choice of the marketing practice. The study employs a configuration approach from data that were collected using three case studies in ...
Do different marketing practices pre-suppose different frames of reference? An exploratory study
(
Emerald Group Publishing Ltd.
, 2018 , Article)
Purpose: The role of managerial assumptions in the formulation of organizational strategies has been well recognized by previous studies, yet in marketing literature, the effect of such imperative on marketing practice ...