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From:From:
 A firm’s unique principles, distilled from its experience, which
provide firm-wide guidance on market-facing ...
From:From:
 Provides sufficient firm-wide guidance to ensure consistency
while allowing for local flexibility.
 Rather t...
From:From:
Marketing Doctrine at Fortune 500 Life Sciences Firm
Challagalla, Murtha, and Jaworski (2014)
Principle Rationa...
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