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International Market Entry and Channel Evolution: A Resource - Based Perspective

International Market Entry and Channel Evolution: A Resource - Based Perspective

Carlos Lucas de Freitas, 296 págs., 2002

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This book tries to highlight the importance of the Resource-Based View (as such or incorpored in more encompassing theories) for the study of such Marketing phenomena as the choice of entry modes in international markets.

This text provides a wide literature review on the resource based theories, and on international market entry, before advancing to a methodological application. It is intended (positioned...) as food for serious thought in those research areas.

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