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STAYING OR LEAVING? RESOURCE REDEPLOYMENT AND REAL OPTIONS EFFECTS IN ACCELERATING OR MITIGATING FIRMS’ INTERNATIONAL MARKET EXIT DECISIONS

Katerina Boncheva, Nilay Bıçakcıoğlu-Peynirci, Robert E. Morgan, Matthew J. Robson, Mark Toon
  • 언어ENG
  • URLhttps://db.koreascholar.com/Article/Detail/442758
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Global Marketing Conference
2025 Global Marketing Conference at Hong Kong (2025.07)
pp.718-719
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
키워드
Luxury BrandsSustainability MessagingAI InfluencersTrade-off DiscomfortPurchase Intentions
저자
  • Katerina Boncheva(Cardiff University, UK)
  • Nilay Bıçakcıoğlu-Peynirci(University of Sussex, UK)
  • Robert E. Morgan(Cardiff University, UK)
  • Matthew J. Robson(Cardiff University, UK)
  • Mark Toon(Cardiff University, UK)
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