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Theorizing with managers: Nenonen et al. are right on!

Ajay K. Kohli (Georgia Institute of Technology, Atlanta, Georgia, USA)

ISSN: 0309-0566

Article publication date: 11 July 2017

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The purpose of this paper is to reflect and comment upon Nenonen et al.’s paper on theorizing with managers.

The paper is a personal comment and reflection.

The author finds much to support in Nenonen et al.’s work, although also some areas where future work could build on it further.

This commentary extends Nenonen et al.’s work.

Kohli, A.K. (2017), "Theorizing with managers: Nenonen et al. are right on!", European Journal of Marketing, Vol. 51 No. 7/8, pp. 1161-1162. https://doi.org/10.1108/EJM-03-2017-0173

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