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This book presents a comprehensive examination of Chinese consumer behaviour and challenges the previously dichotomous interpretation of the consumption of Western and non-Western brands in China. The dominant position is that Chinese consumers are driven by a desire to imitate the lifestyles of...
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Chapter 1: Introduction -- Part A: From Exporter to the Born-Global Firm.-Chapter 2: Innovation, organizational capabilities, and the born-global firm -- Chapter 3: The export development process: an intergrative review of empirical models -- Part B: International Buyer-Seller Relationships and...
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