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Keywords: Corporate patriotism
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Journal Articles
Journal:
Journal of Business Strategy
Journal of Business Strategy (2014) 35 (4): 3–10.
Published: 15 July 2014
...Petya Puncheva-Michelotti; Marco Michelotti Purpose – The purpose of this paper is to discuss how foreign firms can successfully use an innovative marketing communication strategy based on the notion of corporate patriotic appeal to better promote their activities within the countries...
