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0415082196 from books.google.com
... 0415082196 Malodia , S. , Gupta , S. , & Jaiswal , A. ( 2020 ) . Reverse innovation : A conceptual framework . Journal of the Academy of Marketing Science , 48 , 1009–1029 . https://link.springer.com/article/10.1007/s11747-019-00703-4 ...