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Publication : administrative science quarterly

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Academic Journal

Under the Umbrella: Goal-Derived Category Construction and Product Category Nesting.

Authors : Boghossian, Johnny (AUTHOR); David, Robert J. (AUTHOR)

Subjects: Product differentiation; Umbrella industry; Terroir

Source: Administrative Science Quarterly. Dec2021, Vol. 66 Issue 4, p1084-1129. 46p. 1 Color Photograph, 1 Black and White Photograph, 1 Diagram, 4 Charts, 2

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