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Journal of Business & Industrial Marketing
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#1Shuang YaoH-Index: 2
#2Yan SongH-Index: 2
Last. Benhai GuoH-Index: 1
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Purpose: This paper investigates two seminal market-scanning frameworks – the Five-Forces analysis and PESTEL environmental scanning tool – to assess their readiness for anticipating market-shaping acts. Design: Drawing on the market-shaping literature that conceptualizes markets as complex adaptive systems, this conceptual paper interrogates the underlying assumptions and ‘blind spots’ in two seminal market-scanning frameworks. The paper showcases three illustrative vignettes in which non-indus...
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