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Understanding Marketing Landscapes through Consumption Patterns, Leadership Influence, Technology Adoption, and Franchise Performance
(A2026-132759)

Published: June 5, 2026

AUTHORS

Melissa Baucum, Oklahoma State University; Rajita Varma, Binghamton University (SUNY); Arnd Vomberg, HEC Paris; Amrita Mitra, University of Melbourne; Kersi Antia, Ivey Business School at Western University; Raghu Bommaraju, Indian School of Business

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