Browsing Research Articles (Gordon Institute of Business Science (GIBS)) by Subject "Marketing/entrepreneurship interface (MEI)"

Browsing Research Articles (Gordon Institute of Business Science (GIBS)) by Subject "Marketing/entrepreneurship interface (MEI)"

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  • Co-creating value in entrepreneurship : an exploratory study of Lebanese women 
    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 ...