Browsing Atlantic Schools of Business Conference Proceedings by Author "Hopkinson, Gillian"

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Battle of narratives in a changing FMCG distribution channel

Aman, Asad; Hopkinson, Gillian (Atlantic Schools of Business, 2010)

This paper presents analysis of power relationships between different groups in Pakistan’s FMCG distribution channels through narrative inquiry approach. Different groups in a channel deploy group narratives on which battle ...
The power and politics of narratives in Business to Business (B2B) communities: a case of evolving Pakistan Retail Channel

Aman, Asad; Hopkinson, Gillian (Atlantic Schools of Business, 2014)

This paper enhances the understanding the concept of 'power' in marketing channels by bringing the broader social sciences debates on power to the field of Industrial Marketing. Through presentation and analysis of three ...

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