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Stability in Instability - China’s TVEs and the Evolution of Property Rights Open
For two decades economic and social stability in China's rural areas has been based on the successful evolution of township village enterprises. These enterprises, however, feature property rights structures which according to conventional…
The long tail thesis Open
Purpose This paper aims to explore the functionality of long tail markets (LTM), where the consumers cannot be reached or are ignored by the traditional mainstream businesses, in new products and business development. Design/methodology/ap…
How nostalgic brand positioning shapes brand equity: differences between emerging and developed markets Open
Extant research has established the effects of nostalgic brand positioning on brand equity, but studies have only examined individual nostalgic brand relationship dimensions separately. Combining these strands, we offer a holistic perspect…