Caught Between Pressure and Principle: Ethical Dilemmas in New Product Promotion

FA

Farhad Ahmed Maynooth University

MB

Mamoon Bashir

TI

Tahira Iram University of Strasbourg

MM

Md Imtiaz Mostafiz University of Leicester, UK.

+2 more

Marketing and Retail Full Paper Session

Marketing and Retail Full Paper Session

BAM2026 Conference

Managerial Logics and Absorptive Capacity in Micro-Firms: Evidence from SME–Research Institute Collaborations for Sustainability-Oriented Innovation

RZ

Rania Zayed The University of Hull

WA

Wasim Ahmed The University of Hull

MB

Mamoon Bashir

Sustainable and Responsible Business Virtual Paper Session Paper

Repair, Reuse, and Collaborations for Sustainability -Virtual Session

BAM2026 Conference