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Keywords: Brand rebirth
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Journal Articles
Management Research: The Journal of the Iberoamerican Academy of Management (2023) 21 (4): 419–439.
Published: 27 September 2023
... in technology that ensures higher product quality standards. The aggregated dimension of success/failure undergoes consolidation through the following second order themes: brand-rebirth and re-internationalisation. The brand rebirth involves a complete change in activities with the entrepreneurs...
