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The theory of the marketing firm

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dc.contributor Háskólinn í Reykjavík
dc.contributor Reykjavik University
dc.contributor.author Foxall, Gordon
dc.date.accessioned 2021-02-17T11:11:00Z
dc.date.available 2021-02-17T11:11:00Z
dc.date.issued 2019-07-05
dc.identifier.citation Foxall, G. R. (2020). The theory of the marketing firm. Managerial and Decision Economics, 41(2), 164–184. https://doi.org/10.1002/mde.3047
dc.identifier.issn 0143-6570
dc.identifier.issn 1099-1468 (eISSN)
dc.identifier.uri https://hdl.handle.net/20.500.11815/2462
dc.description Publisher's version (útgefin grein)
dc.description.abstract The theory of the marketing firm locates the rationale of the modern business enterprise that lies in its responding profitably to the imperatives of marketing orientation. Economic theories of the firm generally fail to recognize these imperatives, enhanced consumer choice and sophistication, which entail marketing orientation as the rationale of the firm. The paper propose a competence theory of the firm as a metacontingency and examines the bilateral contingencies by which firms link to their consumerates, which indicate their capacities for customer orientation. The marketing firm emerges as a means of encapsulating entrepreneurship, economizing on transaction costs, and enabling the management of marketing specialization.
dc.format.extent 164-184
dc.language.iso en
dc.publisher Wiley
dc.relation.ispartofseries Managerial and Decision Economics;41(2)
dc.rights info:eu-repo/semantics/openAccess
dc.subject Management of Technology and Innovation
dc.subject Management Science and Operations Research
dc.subject Strategy and Management
dc.subject Business and International Management
dc.subject Behavior
dc.subject Entrepreneurship
dc.subject Costs
dc.subject Stjórnun
dc.subject Stjórnunarhættir
dc.subject Markaðsfræði
dc.subject Atferli
dc.subject Frumkvöðlafræði
dc.subject Kostnaður
dc.title The theory of the marketing firm
dc.type info:eu-repo/semantics/article
dcterms.license This is an open access article under the terms of the Creative Commons Attribution‐NonCommercial‐NoDerivs License, which permits use and distribution in any medium, provided the original work is properly cited, the use is non‐commercial and no modifications or adaptations are made.
dc.description.version "Peer Reviewed"
dc.identifier.doi 10.1002/mde.3047
dc.contributor.school Viðskiptadeild (HR)
dc.contributor.school School of Business (RU)

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