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Message in a Bottle: How Prodactivist Consumer Communities Compete in the Mainstream Market.

Ladstaetter-Fussenegger, F. and Luedicke, M. K. (2013). Message in a Bottle: How Prodactivist Consumer Communities Compete in the Mainstream Market.. Paper presented at the AMA Winter Marketing Educators Conference, 15 Feb 2013 - 17 Feb 2013, Las Vegas, Nevada, US.

Abstract

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

Publication Type: Conference or Workshop Item (Paper)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Departments: Cass Business School > Management
URI: http://openaccess.city.ac.uk/id/eprint/17224
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