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Webb, J. W., Ireland, R. D., Hitt, M. A., Kistruck, G. M., & Tihanyi, L. (2011). Where Is the Opportunity without the Customer? An Integration of Marketing Activities, the Entrepreneurship Process, and Institutional Theory. Journal of the Academy of Marketing Science, 39, 537-554.
https://doi.org/10.1007/s11747-010-0237-y

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