Spillover effects of marketing expertise on market performance of domestic firms and MNEs in emerging markets
Year of publication: |
2016
|
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Authors: | Lou, Qiang Steven ; Pattnaik, Chinmay ; Shi, Mengze |
Published in: |
Management decision : MD. - Bingley : Emerald Publishing Limited, ISSN 0025-1747, ZDB-ID 411946-0. - Vol. 54.2016, 1, p. 107-129
|
Subject: | Marketing strategy | Multinational companies | Market segmentation | International business | Emerging markets | Foreign investment | Multinationales Unternehmen | Transnational corporation | Schwellenländer | Emerging economies | Auslandsinvestition | Internationales Marketing | International marketing | Spillover-Effekt | Spillover effect | Marketingmanagement | Marketing management | Marktsegmentierung | Internationaler Markteintritt | International market entry |
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