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- W1006186180 abstract "With the major role taken in the global economy by emerging markets, a key issue in contemporary marketing research is the relevance of Western marketing ideas, both from a theoretical and practical perspective. This paper researches this issue for China, being the fastest growing emerging market in the world and therefore becoming a role model for marketing in such markets. The purpose is to specify a network marketing theory relevant for Western MNCs in emerging markets. In order to do so, an integrative framework was developed based on network marketing theory and institutional network marketing theory. From the latter four basic rules are pinpointed and thereafter applied to European and Chinese business networks respectively. The thought styles are based on symbols such as words, signs and gestures. Norms and values influence how business marketers think and act. Enforcement mechanisms concern how to construct the sanction and incentive system in order to reward or punish individuals and groups within the firm together with establishing surveillance and assessment system to control the enforcement of marketing practice." @default.
- W1006186180 created "2016-06-24" @default.
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- W1006186180 date "2016-01-01" @default.
- W1006186180 modified "2023-09-23" @default.
- W1006186180 title "The Mixture of Network Marketing Types in Emerging Markets: The Case of Swedish MNCs in China" @default.
- W1006186180 doi "https://doi.org/10.1007/978-3-319-19428-8_104" @default.
- W1006186180 hasPublicationYear "2016" @default.
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