Journal of Marketing, Volume 90, Issue 4, Page 1-26, July 2026.
Knowledge is a key resource in marketing, and an assumption across literatures is that a firm must prevent valuable knowledge from leaking to competitors. This research develops a theoretical framework that calls for rethinking this view by offering a …Journal of Marketing, Volume 90, Issue 4, Page 1-26, July 2026. <br/>Knowledge is a key resource in marketing, and an assumption across literatures is that a firm must prevent valuable knowledge from leaking to competitors. This research develops a theoretical framework that calls for rethinking this view by offering a … Read More