José Luis Munuera Alemán
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View article: Exploring innovativeness, need for uniqueness and brand tiers in the sharing economy
Exploring innovativeness, need for uniqueness and brand tiers in the sharing economy Open
Purpose In a context where the sharing economy (SE) plays an important role in the transformation of today’s business landscape, profoundly changing the behavior of consumers and many established companies, some companies have begun to ada…
View article: The influence of formal and informal control on market and financial results
The influence of formal and informal control on market and financial results Open
Purpose This paper aims to examine the relationship between control mechanisms and marketing performance based on a sample of marketing managers. To that end, this paper focuses on the relationship between the types of controls used in mar…