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Keywords: Trademarks
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2017) 51 (11-12): 2080–2100.
Published: 14 November 2017
...Thijs L.J. Broekhuizen; Marco S. Giarratana; Anna Torres Purpose This study aims to investigate how a firm’s uncertainty avoidance – as indicated by the headquarters’ national culture – impacts firm performance by affecting exploratory (product innovation) and exploitative (brand trademark...
