Collaborative Market Driving: Conceptualizing Collective Action in Market Orientation Strategies

Market orientation has become a generative concept in marketing research. However, research on this topic has retained a steady focus on the self-interested action of single companies. The present research seeks to extend this literature by highlighting the impact of the collective action of organizations and consumers on market evolution.



Citation:

Andre F. Maciel and Eileen Fischer (2019) ,"Collaborative Market Driving: Conceptualizing Collective Action in Market Orientation Strategies", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 129-134.

Authors

Andre F. Maciel, University of Nebraska-Lincoln, USA
Eileen Fischer, York University, Canada



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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