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Browsing Research Articles (Gordon Institute of Business Science (GIBS)) by Author "Althalathini, Doaa"
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Farquhar, Jillian Dawes; Lichy, Jessica; Althalathini, Doaa; Kachour, Maher; Michels, Nicolette
(Routledge, 2024)
This study aims to amplify theory and practice at the marketing/entrepreneurship interface (MEI) by proposing a revision to the key concept of value creation. Advances in marketing research suggest that value is co-created ...