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Keywords: Innovation process
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Journal Articles
Journal:
International Marketing Review
International Marketing Review (2017) 34 (1): 109–137.
Published: 13 February 2017
...Hela Chebbi; Dorra Yahiaoui; Alkis Thrassou Purpose The purpose of this paper is to operationalise the collaborative cross-border innovation process employed by multinational corporations in their effort to penetrate new markets. Design/methodology/approach The paper is based on the case study...
