Krishnamurthy, Nagarajan; Swain, Biswanath; Ramanathan, … - In: Journal of Business & Industrial Marketing 37 (2021) 6, pp. 1373-1388
Purpose: Can industrial marketers afford to choose unethical strategies? To answer this question, this study aims to use game theory to analyze whether an industrial marketer choosing and implementing an unethical strategy is successful in maximizing her market share across her strategies....