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Title: First-mover advantages: A cross-national comparison of mature and emerging market consumers' attitudes toward pioneer and follower brands
Type: Conference Proceedings
Date: 2015
Authors: Mady, Tarek
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Published In: Revolution in marketing: Market driving changes: Proceedings of the 2006 Academy of Marketing Science (AMS) Annual Conference
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DOI: https://doi.org/10.1007/978-3-319-11761-4_68
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