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Keywords: Local firms
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2013) 31 (2): 111–126.
Published: 22 March 2013
...Naresh Malhotra; Satyabhusan Dash; Suraksha Gupta; Naresh Malhotra Purpose The purpose of this paper is to conceptualize a model for fostering innovation in marketing by virtue of the competitiveness that is an outcome of the collaboration between international and local firms working together...
