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Purpose The purpose of this paper is to examine the effect of health information and sensory attributes on consumer’s propensity to upgrade and their willingness to pay (WTP) for pasteurized milk in Ethiopia. Design/methodology/approach The authors used a framed market experiment with 160...
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Presenting a new interpretation of entrepreneurial behaviour, this book focuses on how entrepreneurs consider the future. The study theorizes entrepreneurial behaviour as ‘future-work’: the social practices, language and rituals through which entrepreneurs neutralize or smoothen future...
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