Discussion and Conclusion
Having presented the empirical results of our Franco-German comparative study where we had put emphasis on providing thick descriptions to prove the external validity of our results, this last chapter discusses our results in a broader context and confronts them with existing the literature in order to demonstrate our theoretical contribution. In order to make proof of our managerial contribution, we will also deduce practical recommendations before discussing limitations of our approach and suggesting areas for further research. In the last section, this cotutelle de thèse finishes with a summary of our most important findings and concluding remarks.
KeywordsEurope Marketing Assimilation Pyramid Nash
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