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Management John W. Mullins . ! " #$! !% &' .London Business School ()$ * + Practice in Entrepreneurship ,+- / Stanford Graduate School of Business !0 $ 1/ ( 2+ "/+ #$ + 1$ 3 ( 4 56 78 9:; 9"/< &=*/>< ."/< *? @" ACD &' .< 1/ 3 FD + H ! !% &' I J) .1K7+ N ' O! / N 3 Q @+ 1 R I 7)+ + #- # T!U V/+ 3 A ,+- D #WX Y WZ [6 3 J Q I\]]5 ^ ( W 1$ _- $ `7K b Journal of Product Innovation I Harvard Business Review 3 9J; jZ+ 1+ 1"; #k ) &' Journal of Business Venturing Management American Marketing Association 1 4 FD + 1/ Marketing Science Institute FD + " %/ The New Business Road !" # x QD .Richard D. Irwin Foundation 3D } D . ! !Q D 1$~ 1 $%& "/0D j + 3* "+ @" - (London: PrenticeHall/FT # .
/ (N – : +) Test .( Q IJames D. Watkins *)< .! X+ FD + Orville C. Walker, Jr . } University < 1/ Carlson School of Management ( 2+ + 1$ H + D H ! !% IOhio State University }DN 1/ 3 0+ " " #$! !% *?' N.of Minnesota ! OrvilleV . University of WisconsinMadison D! – 3)$ 1/ 3 FD + jZ+ #k ) &' .( ( 2+ ; 2+ #X 10" ; (' Y WZ 6 3 D*D Q 1:: ) IJournal of Marketing Research '"! 3 O’Dell VD! ) ,+- I9:; 1 W FD + 1/X+ Sales Management Interest Group $ *"$ 3 /+ &X =" .1D 8 #/ 1DX< # /+ Q Orville V V .American Marketing Association )D + . N " )$ D$ + ,+- I+/+ (' T!W D "+ . Wisconsin 3)$ K ^ )+ D ' ` V;< 9 +; N 9% Tb+ 7W TX + 9D} ;< 1/ &7+ T 0+ FD "+ ! Harper W. Boyd, Jr . } ; FD + 1X< $ +X ¡ A+!
¢ .Little Rock V + University of Arkansas £ } ' ,+b .1"/< }! 1+' (Z \66 1$! A 6 3 J D ;< ! } .FD + I+/+ (' D & ( £ #}" =" .Journal of Marketing Research '"! 1D H ! &' .INSEAD Tulane 3+< Northwestern $: Stanford !0 $ % # Q+ _ / _Q . " )$ Edinburgh Business School ( + 7D! 1$ 3 !¦ .+/+ (' 1 + 1% $U #X + © 2003 McGraw-Hill Companies MA-A2.1-Ar 1/2010 0273675133
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John W. Mullins . Orville C. Walker, Jr . . Harper W. Boyd, Jr. .
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Arab international Education Sayegh Building Zouk Mosbeh Kesrouan Lebanon Tel: + 9619222827 + 9619224827 Fax: + 9619224282 Website: www.ebsarabworld.com Release MA.A2.1 First published in Great Britain in 2003 2003 McGrawHill Companies The right of John W. Mullins, Orville C. Walker, Jr and Harper W. Boyd, Jr to be identified as Authors of this work has been asserted by them in accordance with the Copyright, Designs and Patents Act 1988. British Library Cataloguing in Publication Data A CIP catalogue record for this book can be obtained from the British Library. All rights reserved; no part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, pho tocopying, recording, or otherwise without the prior written permission of the Pub lishers. This book may not be lent, resold, hired out or otherwise disposed of by the way of trade in any form of binding or cover other than that in which it is published, without the prior consent of the publishers. The publisher’s policy is to use paper manufactured from sustainable forests.
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