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Keywords: Product market diversification
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2017) 51 (7-8): 1308–1331.
Published: 11 July 2017
...Wenbin Sun; Rahul Govind Purpose Extant literature indicates that increased product market diversification generates both positive and negative impact on firm performance. This inconclusive pattern hinders the decision-making of deploying a firm’s resources across different markets. This research...
