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The authors extend sales management theory by considering the role of export sales management in small- and medium-sized firms, and they develop an integrated model of export sales organization effectiveness. Specifically, the authors test 16 hypotheses that examine the relationships among export...
The author examines the effectiveness of quality sub-brands in creating quality images through the formation of inferential quality beliefs for both weak and strong brands. The sub-brands are examined as either headers (placed before the parent brand) or modifiers (placed after the parent brand)....