Do marketers matter for entrepreneurs? : evidence from a field experiment in Uganda
Stephen J. Anderson, Pradeep Chintagunta, Frank Germann, and Naufel Vilcassim
| Year of publication: |
2021
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|---|---|
| Authors: | Anderson, Stephen J. ; Chintagunta, Pradeep K. ; Germann, Frank ; Vilcassim, Naufel |
| Published in: |
Journal of marketing. - Thousand Oaks, CA : Sage Publishing, ISSN 1547-7185, ZDB-ID 2052318-X. - Vol. 85.2021, 3, p. 78-96
|
| Subject: | differentiation | emerging markets | firm growth | marketing-entrepreneurship interface | premium products | randomized controlled field experiment | volunteer marketers | Uganda | Feldforschung | Field research | Schwellenländer | Emerging economies | Unternehmenswachstum | Firm growth | Ehrenamtliche Arbeit | Voluntary work | Experiment |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1177/0022242921993176 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012522220