Browsing Marketing electronic theses and dissertations (MU) by Thesis Advisor "Zou, Shaoming"
Now showing items 1-2 of 2
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Catch-up innovation in emerging market multinationals
(University of Missouri--Columbia, 2020)[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT REQUEST OF AUTHOR.] In this dissertation, I study how emerging market multinationals innovate to catch up with incumbent global leaders. By extending entrepreneurial ... -
The effects of customer participation on service outcomes : a fit perspective
(University of Missouri--Columbia, 2010)[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT REQUEST OF AUTHOR.] Previous research in customer participation argues that customer participation positively influences service quality and customer satisfaction. However, ...