Nottingham University Business School
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Anca Elena Cretu

Master of Commerce (Hons) in Marketing


Current Status: Registered
Year of Registration: 2013
Expected Completion Date: /09/2019

Primary Funding Source:

Research Topic:
Business engagement & Value in the pharma ecosystem - A case study

Research Details:
The concept of business engagement is an emergent concept that started to occur in literature only relatively recently. The objective of my research is to understand and define the emerging concept of business engagement within the ecosystem perspective and explain how value relates to BE.
Using 3M as a case study, I aim to answer the following research questions 1. What is business engagement (BE) from a pharmaceutical ecosystem perspective?
2. What types of value expectations drive business engagement in the ecosystem?

Research Supervisor/s: Heidi Winklhofer and Linda D. Peters

Division: Marketing

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