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Raymond, M. A., Mittelstaedt, J. D., & Hopkins, C. D. (2003). When Is a Hierarchy Not a Hierarchy? Factors Associated with Different Perceptions of Needs, with Implications for Standardization-Adaptation Decisions in Korea. Journal of Marketing Theory and Practice, 11, 12-25.
https://doi.org/10.1080/10696679.2003.11658505
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