What Frugal Products are and Why they Matter: An Abstract

Sergej von Janda,Sabine Kuester,Monika C. Schuhmacher,G. Shainesh

Marketing Opportunities and Challenges in a Changing Global MarketplaceDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science（2020）

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Frugal innovation, Frugal products, Scale development, Word-of-mouth

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