search query: @author Gray, R. / total: 42
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| Author: | Mason, K. Gray, R. |
| Title: | Stakeholders in a hybrid market: the example of air business passenger travel |
| Journal: | European Journal of Marketing
1999 : VOL. 33:9/10, p. 844-858 |
| Index terms: | MARKETING STAKEHOLDERS EUROPE |
| Language: | eng |
| Abstract: | The present article selects European business air travel as an example of a market that displays both industrial and consumer characteristics, and subsequently defines it as having a hybrid nature. It adopts a stakeholder approach to overcome the problems of the identification and analytical complexity associated with the decision-making unit in this hybrid market. The article collects data on three stakeholder groupings in a survey of 827 business travellers. |
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