A Perspective of Institutional Theory in the Marketing Field (2151 words, 8 pages)
The institutional theory may be defined as the theoretical posturethat emphasizes the isomorphism, myths and the legitimacy. Theinstitutional theory may focus on the resilient and deeper aspects of thesocial structure. In may consider also the processes by which schemes,structures, norms and rules become the authoritative guidelines that wasestablished for the ...
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