Ladstaetter-Fussenegger, F. & 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: | Bayes Business School > Management |
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