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Keywords: Retailer internationalisation
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Journal Articles
Journal:
International Marketing Review
International Marketing Review (2022) 39 (2): 352–370.
Published: 22 September 2021
... and offline channels (Liu et al., 2013). Only a few studies adopted an international retailing perspective (Bonetti, 2014 ; Bai et al., 2018), arguing that retailers' internationalisation processes are more complicated and multifunctional than those of manufacturers and service providers...
