Geoffrey M. Kistruck

Ohio State University (OSU) - Fisher College of Business

2100 Neil Avenue

Columbus, OH 43210-1144

United States

  • Ohio State University (OSU) - Fisher College of Business

SCHOLARLY PAPERS

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Scholarly Papers (1)

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Where is the Opportunity Without the Customer? An Integration of Marketing Activities, the Entrepreneurship Process, and Institutional Theory

Journal of the Academy of Marketing Science, Vol. 39, p. 537, 2011, Mays Business School Research Paper No. 2012-17
Number of pages: 19 Posted: 31 Jan 2012
Justin W. Webb, R. Duane Ireland, Michael A. Hitt, Geoffrey M. Kistruck and Laszlo Tihanyi
Texas A&M University - Mays Business School, Texas A&M University - Department of Management, Texas A&M University - Department of Management, Ohio State University (OSU) - Fisher College of Business and Texas A&M University - Department of Management
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Citation 2

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Entrepreneurship process, Market orientation, Marketing mix, Institutional theory, Customer needs, Opportunity