Keywords: Sense‐giving
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Journal Articles
Strategic Direction (2013) 29 (9): 28–30.
Published: 16 August 2013
... on these issues. Researchers interviewed people involved at different levels in the opening of stores in Moscow, St Petersburg and Shanghai. This led them to see the development of a common view of the brand as an iterative process that involves individuals sharing their understanding with others (“sensegiving...

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