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Sponsored Artificial Intelligence: A Modern Approach, Global Edition Artificial Intelligence: A Modern Approach, Global Edition

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Shaphali Gupta

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#generative ai Aug 2026

Understanding disruption through the marketing lens: foundations, frameworks and future directions

Disruption, long treated in marketing scholarship as an episodic departure from equilibrium, has become a permanent feature of the competitive landscape. This study aims to lay the conceptual foundations for a marketing theory of persistent disruption, arguing that firms no longer experience disruption as isolated...

Shaphali Gupta, Huda Khan, V. Kumar et al. · 0 citations

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