@inproceedings{22fc5923f4004de4a89f289de9f15816,
title = "Positioning as strategic balance: The case of complementary and alternative medicine (CAM)",
author = "Marta Bicho and Ralitza Nikolaeva and Carmen Lages",
year = "2016",
doi = "10.1007/978-3-319-19428-8_41",
language = "English",
isbn = "9783319194271",
series = "Developments in Marketing Science: Proceedings of the Academy of Marketing Science",
publisher = "Springer",
pages = "141--147",
editor = "Goza, {Mark D.} and Ragland, {Charles B.}",
booktitle = "Marketing challenges in a turbulent business environment",
address = "Netherlands",
}