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Purpose - Taking the customer-centric nature of integrated marketing communications (IMC), this article investigates the specific role of customer performance in IMC effectiveness in various size companies applying inter-country context. Design/methodology/approach - The sample consists of the...
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This paper investigates how cross-sectional micro-uncertainty influences the investment of small and large firms and … discusses the aggregate implications of the heterogeneity in their investment decisions. Empirically, we find that large firms … show less investment decline in times of heightened uncertainty. We provide empirical evidence for the underlying driver of …
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