Abstract
This Special Issue's aim is to take stock of the existing research in marketing that refers to institutional theory and provide insights on how extending dialogue can further enrich marketing research as well as provide new insights for institutional theory. Reviewing the existing literature and the published articles in this Special Issue allows to isolate limitations and to point to four directions for future research.
Original language | English (US) |
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Pages (from-to) | 389-394 |
Number of pages | 6 |
Journal | Journal of Business Research |
Volume | 105 |
DOIs | |
State | Published - Dec 2019 |
ASJC Scopus subject areas
- Marketing