A Theory of Product-Form Strategy: When to Market Know-How, Components, or Systems?
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| Title: | A Theory of Product-Form Strategy: When to Market Know-How, Components, or Systems? |
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| Authors: | Frias, Kellilynn M. (AUTHOR) kfrias@american.edu, Ghosh, Mrinal (AUTHOR), Janakiraman, Narayan (AUTHOR), Duhan, Dale F. (AUTHOR), Lusch, Robert F. (AUTHOR) |
| Source: | Journal of Marketing. Sep2023, Vol. 87 Issue 5, p679-697. 19p. 1 Diagram, 5 Charts. |
| Database: | Business Source Ultimate |
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| ISSN: | 00222429 |
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| DOI: | 10.1177/00222429221149437 |
