Co-creation of meaning as a prerequisite for market-focused strategic flexibility

Catharina Gylling, Richard Elliott, Marja Toivonen

Research output: Contribution to journalArticleScientificpeer-review

14 Citations (Scopus)
Original languageEnglish
Pages (from-to)1283-1301
JournalEuropean Journal of Marketing
Volume46
Issue number10
DOIs
Publication statusPublished - 2012
MoE publication typeA1 Journal article-refereed

Keywords

  • Co-creation of meaning
  • Management strategy
  • Market-focused strategic flexibility
  • Marketing strategy
  • Narrative capability
  • Storytelling

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