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Keywords: Marketing communications
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Journal Articles
Journal:
Journal of Intellectual Capital
Journal of Intellectual Capital (2009) 10 (4): 520–538.
Published: 16 October 2009
.... Practical implications The practical implications found in this paper relate mainly to the four challenges found already in research by Johanson, i.e. uniqueness versus comparability, confidentiality versus accountability, market communication and management control. Originality/value The unique...
