Evanschitzky, Heiner; v. Wangenheim, Florian; … - In: International Marketing Review 25 (2008) 1, pp. 7-32
DCB across six countries and 14 product categories in the Germany market. By so doing, it replicates an earlier study … Germany can well rely on a safeguarding effect when marketing their products. At the same time, managers from foreign … products. Originality/value – This study confirms some findings from the UK. However, results from Germany indicate that at …