Bingham et al., 2019

internationalization

enter countries with lots of pharma activity and where rich pharma firms had headquarters

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Kazakova and Geiger, 2015

business strategy

if 10% of customers say yes, then you have your target group

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Kazakova, 2015

business strategy

promote short offers in Facebook, long-term offers on the website.

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Suarez and Montes, 2019

climbing on Everest

if you see a damaged rope, you have to fix it right away

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