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Keywords: Global marketing
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Journal Articles
Journal of Marketing Practice: Applied Marketing Science (1997) 3 (2): 119–151.
Published: 01 June 1997
... Global marketing Core competences The recent emergence of the competence‐based paradigm of competition (Hamel and Heene, 1994; Hamel and Prahalad, 1994) is a theoretical response to profound changes in the global business environment. The new paradigm makes it necessary to adapt frameworks used...
