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Working paper

Bauer, Hans H. ; Donnevert, Tobias ; Hammerschmidt, Maik ; Maier, Alexander (2008) Making Brand Management Accountable : The Influence of Brand Relevance, Globalness and Architecture on Brand Efficiency. Open Access Reihe: Wissenschaftliche Arbeitspapiere / Institut für Marktorientierte Unternehmensführung Mannheim W117e [Working paper]
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