Institutional Work and Brand Strategy in the Contested Cannabis Market
Sign Up to like & getrecommendations! Published in 2021 at "Journal of Macromarketing"
DOI: 10.1177/02761467211029243
Abstract: How can brands adopt institutional work towards establishing themselves in a highly contested market? Defining contested markets as fields in which the plural logics of the market are in tension with each other and/or with… read more here.
Keywords: work brand; work; cannabis market; institutional work ... See more keywords