Implications, Limitations and Future Research
This closing chapter highlights at first the theoretical implications of this study’s findings by indicating its main contributions to theory (Chapter 7.1). In Chapter 7.2 managerial implications for companies engaged in (or contemplating) marketing consumer products in CEE are provided. Finally, Chapter 7.3 discusses limitations of the present empirical investigation and suggests directions for future research.
KeywordsContingency Factor Principal Component Regression International Marketing Formative Construct Consumer Characteristic
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