Expecting marketing activities and new product launch execution to be different in the U.S. and China: an empirical study

R.J. Calantone, C. Anthony Di Benedetto, Michael Song

    Research output: Contribution to journalArticleAcademicpeer-review

    Original languageEnglish
    Pages (from-to)14-44
    Number of pages31
    JournalInternational journal of China marketing
    Issue number1
    Publication statusPublished - 2011


    • METIS-283152

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