The power and politics of narratives in Business to Business (B2B) communities: a case of evolving Pakistan Retail Channel

The power and politics of narratives in Business to Business (B2B) communities: a case of evolving Pakistan Retail Channel

Aman, Asad; Hopkinson, Gillian
Date:   2014
Type:   Text

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Source:

Proceedings of the 44th Atlantic Schools of Business conference, Mount Saint Vincent University, 2014, pp 201-216

Abstract:

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 community narratives in the context of Pakistan's evolving Fast Moving Consumer Goods (FMCG) distribution channel, this paper aims to elaborate the role of narrative in 'power in marketing channels' by showing its implications on both theory and practice.

Subject:
  • Narrative inquiry (Research method)
  • Power (Social sciences)
  • Industrial marketing
  • Marketing channels -- Pakistan


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