Joining hands for the greater good: Examining social innovation launch strategies in B2B settings
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DOI: 10.1016/j.indmarman.2019.11.012
Abstract: Abstract The practice of forming brand alliances is common among companies in business-to-business (B2B) settings that seek to launch social innovations. Research evidence on the efficacy of such practice is, however, scarce. Based on the… read more here.
Keywords: social innovations; launch strategies; b2b settings; social innovation ... See more keywords