The Marketing Firm leverages the power of case study design to operationalize and test the central propositions of this nascent approach to the study of firm behavior from an economic psychology perspective. The authors develop and detail an entirely appropriate methodology for operationalizing and testing a number of propositions through the examination and analysis of comprehensive secondary data published by the UK Competition Commission. The findings clearly support the central propositions on firm action and provide valuable insights for expanding the theory of the marketing firm.
The Marketing Firm will be invaluable for researchers interested in behavior analysis and the theory of the firm and for post-graduate students in microeconomics, institutional economics, marketing and research methods.
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