Non-effectual, non-customer effectual, or customer-effectual: A conceptual exploration of the applicability of the effectuation logic in startup brand identity construction
| Autor: | Shi, Lei, Miles, Angela |
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| Zdroj: | In Journal of Business Research May 2020 113:168-179 |
| Databáze: | ScienceDirect |
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Full Text from ScienceDirect