Titlebook: Marketing in Culturally Distant Countries; Managing the 4Ps in Giovanna Magnani Book 2022 The Editor(s) (if applicable) and The Author(s),

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Giovanna Magnanif mechanisms of action, and role in tissue homeostasis and r.Mesenchymal Stromal Cell (MSC) biology has been studied for more than 4 decades and the cells have been investigated for potential clinical applications for more than 15 years. Progress has become exponential over the past decade due mainl

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Giovanna Magnanions for more than 15 years. Progress has become exponential over the past decade due mainly to the broad therapeutic potential of these cells.   However, MSC studies have also been subject to controversy and increasing scrutiny as new mechanisms of action are reported and ever-expanding therapeutic

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Introduction: A Multilevel Cultural Context Framework, to which the management of culturally distant contexts needs to consider foreign countries but also the firm’s domestic market where complex processes of hybridization of culture emerge. I then introduce and outline McCarthy’s 4Ps framework as a frame of reference for the following chapters in the book.

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