In a digital age where customers, competitors and environments can change almost instantaneously, how can marketing managers deal with the speed at which strategic decisions need to be made? One aspect of new research in organizational strategy has begun to examine more flexible and innovative approaches, such as improvisation.
CITATION STYLE
Johnson, P. (2015). The Effect of Improvisation on Market Orientation: Case Studies of Small-Medium Sized Firms. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (p. 341). Springer Nature. https://doi.org/10.1007/978-3-319-11797-3_198
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