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Rajendra K. Srivastava, Tasadduq A. Shervani, Liam Fahey, Marketing, Business Processes, and Shareholder Value: An Organizationally Embedded View of Marketing Activities and the Discipline of Marketing, Journal of Marketing, Vol. 63, Fundamental Issues and Directions for Marketing (1999), pp. 168-179
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Srivastava et al. (1999) studied this question.
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