Entrepreneurship in marketing : socializing partners for brand governance in EM firms
Year of publication: |
2020
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Authors: | Renton, Michelle ; Richard, James E. |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 113.2020, p. 180-188
|
Subject: | Brand governance | Effectuation | Entrepreneurial marketing | Relational norms | SMEs | Socialization | KMU | SME | Markenführung | Brand management | Unternehmensgründung | Business start-up |
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