In your critique, address the following questions: What are the main points and arguments of the author(s)?
What is your opinion of the article?
How can the points and arguments of the author(s) be applied to the lesson in this unit? (Some examples include the marketing mix, marketing orientation, and organizational structure.
International Marketing Review Vol. 33 No. 2, 2016 pp. 246-275 © Emerald Group Publishing Limited 0265-1335 DOI 10.1108/IMR-08-2014-0288