Understanding the definition and development of marketing capabilities in Chinese multinationals and the influence of institutional elements : a narrative inquiry strategy to study Chinese managers' experiences /
The case study is based on my PhD research about the role of home institutions in the development of marketing capabilities of Chinese companies expanding their operations abroad, which explores how unique Chinese institutional elements (such as the culture, history, and legal framework) influence C...
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| Format: | Book |
| Language: | English |
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London :
SAGE Publications Ltd,
2019
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| Series: | SAGE Research Methods Cases.
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| Subjects: |