Titlebook: Enlightened Marketing in Challenging Times; Proceedings of the 2 Felipe Pantoja,Shuang Wu,Nina Krey Conference proceedings 2020 The Academy

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Thinking Creatively through Hands,on, the current paper verifies that the mediation and moderation effects found in the studies could be applied further to actual consumer setting and influences purchase intention of the featured product. These findings demonstrate that hands serve an important embodied-oriented function and can assist in creative thinking.

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The Impact of Culture on Humorous Ads: An Abstract, al. 1993)..The question of standardization and adaptation of advertising campaigns on the international scale has been the subject of extensive research (Schmid and Kotulla 2011). However, reviews of existing literature show doubt on the results of the previous research (Birnik and Bowman 2007). In

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Big Data Analytics in Product Innovation Context: An Abstract,e effectiveness of data analysis tools and customer agility. It also explores the link between all of these factors and new product success. The study is reasonably telling in that it shows that the effective use of data aggregation and data analysis tools results in customer agility which in itself

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