Entrepreneurship in marketing: Socializing partners for brand governance in EM firms
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DOI: 10.1016/j.jbusres.2019.03.012
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Cited by:
- Pyper, Keith & Doherty, Anne Marie, 2022. "Employing brand governance mechanisms with export channel partners: What are the performance consequences and contingent effects?," International Business Review, Elsevier, vol. 31(5).
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Keywords
Entrepreneurial marketing; Socialization; Effectuation; Relational norms; Brand governance; SMEs;All these keywords.
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