E-commerce Managers at Work : Exploring the Role of a New Market Actor
Digitalization is shaping the discipline and practice of marketing. Not only does digitalization shape how we shop and consume everything from music to food and mobility services (Cochoy, Hagberg, McIntyre, & Sörum, 2017; Fuentes, Hagberg, & Kjellberg, 2019; Guyader, 2018; Schneider & Eli, 2022), but it has also fundamentally transformed the practices of marketing. Digitalization has c
