Untangling the market orientation and customer orientation continuum: Proposing independent conceptualizations

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Building on and galvanizing ’s progress

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Contingent influences of innovation characteristics and firm capabilities on early-mover advantage: A conceptual framework for high-tech environments

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Securing early-mover advantage in technology markets: Insights from the field on the contingent influence of organizational will and skill

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AI washing: A conceptual exploration

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The emergence and influence of the customer experience in the context of sustainable consumption

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Introduction to Theory and Practice

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Toward a broader understanding of boomerang effects: The negative unintended consequences of poverty alleviation programs

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Transformative consumer research in the new era of marketing: An introduction to the special issue

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Brand communications with self-directed negative messages: A conceptual framework and research agenda

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Toward networked social identity theory: Reconceptualizing social identity in the digital age

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From satisfaction to sustainability: A conceptual introduction to sustainable consumer well-being

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Effect of country characteristics and exogenous shocks on philanthropic impact: Opportunities for marketing strategy influence for nonprofits

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From algorithms to ecosystems: A transformative consumer research perspective on artificial intelligence for sustainable living

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The design of sales force compensation systems

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Sustainable provisioning systems: Extending Alderson’s transvection analysis to detect value loss, power asymmetry and underperforming markets

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