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Matevž Rašković,Maria M. Smirnova,Vera Rebiazina,Maja Makovec Brenčič,Zhonghui Ding,Petra Došenović Bonča 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.11
We propose a conceptual model of MO in emerging markets by drawing on industrial organization and economic sociology, and outline factors which can better explain the determinant-strategy-performance relationships in emerging markets. We provide two country examples (Russia and China), and propose future research directions for our conceptual model.