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Marketing and Innovation in Business

Marketing and Innovation in Business

Our call for papers attracted several submissions of papers presented at the 6th Annual EuroMed Academy of Business Conference. The objective of this ebook was to extend the research on consumer behavior within the fields of marketing and entrepreneurship in a varied set of contexts. The topics investigated range from psychological investigations of the effects of anticipatory emotions, to behavioral assessments of consumer purchase and satisfaction. In conclusion, the resulting seven chapters in this ebook provide new insights into the latest consumer research in marketing and entrepreneurship, which enhances theoretical and practical understanding across a variety of contexts, involving data from several industries and countries.


Biotechnological mergers and acquisitions: features, trends and new dynamics, Determinants of consumer behaviour in novice markets: the case of wine, Entrepreneurship and viral development in rural Western Negev in Israel, Expressing herself through brands: the Arab woman’s perspective, Guest Editorial, Partner selection in co-opetition: a three step model, Perception and motivation to purchase organic products in Mediterranean countries: an empirical study in Tunisian context, The effect of anticipatory emotions on students’ performance in marketing simulations

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