Titlebook: Global Business Value Innovations; Building Innovation Anshu Saxena Arora,Sabine Bacouel-Jentjens,Jennife Book 2018 The Editor(s) (if appl

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Online Advertising: Creating a Relationship Between Businesses and Consumers,es, and current trends of online marketing. The findings reveal that some of the most common mediums to make connections with consumers are email, social media, and mobile advertising. In this article, the authors formulate the e-marketing strategies to build and maintain relationship with consumers

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,Music as a Source of Inspiration for Future Managers—A French Learning-By-Doing Teaching Experiment business school students participants managed to turn their group into an effective team, by playing music. Hence, we will demonstrate how these students increased their group effectiveness by referring to Tuckman and Jensen’s group development theory and also to the power of music in each developm

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,The Soft Power of the Music Industry—Where Does It Start and Where Does It End? Insights from the Uwas able to preserve its local music culture amidst the presence of US and western influences on local demand through the . concept. Our study suggests that soft power efforts of one state may be considerably undermined when soft power interests of another country raise, resulting in serious impacts

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,Holding on to Family Values or Adapting to a Changing World—The Case of Barilla,nt obstacles when innovation and adaption become necessary. This chapter asks how family businesses handle the challenge of sustaining their traditional values and adapting to a changing environment. It illustrates the case of Barilla, an Italian pasta producer that faced a marketing disaster when t