Boundaries are tools that demarcate entities or worlds, and they help maintain self-protection, emphasize legitimacy, and enable many other things to happen because of their capacity to separate or bring particular people, objects, and ideas into new configurations. Boundary work is activity related to creating, maintaining or configuring boundaries.

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Our goal was to understand the effectiveness of a company in attracting its customer targets. To do this, we have developed a model that links a company’s marketing activities to the mix of customers who buy from the company. Most marketing models simply ask how a company’s marketing activities influence the number of customers who buy the brand. We wondered how a company’s marketing activities influence the types of customers who buy the brand.
SINHA Shameek - EMLV |
- Research
- Marketing, Sales and Communication
