>
2013.02.01 (Scientific Paper) Message in a Bottle: How prodactivist consumer communities compete in the mainstream market


Der Autor arbeitet an seiner Doktorarbeit, und dieses Scientific Paper ist eines der bereits entstandenen, und ist in der "American Marketing Association" erschienen.

Aus der Arbeit: This study explains how “prodactivist” communities can compete in the mainstream market by pursuing a confrontative market entry strategy. We offer a conceptualization of this strategy with regards to its underlying rationale, key engagement motive, existential threats, defense tactics, and dissolution mechanism.


Kontakt: Florian Ladstätter & Marius Luedicke / Download