The Construct and Dynamics of Change
Hugh M. Cannon
Wayne State University
Attila Yaprak
Wayne State University
Introduction
The confluence of two forces has helped shape the world economy during the last two decades: (1) profound advances in information and communication technology, accelerated by the internetization of markets and consumers; and (2) sweeping changes inspired in markets and competition by the arrival of internationalizing firms from all over the world and the insatiable appetites of consumers that increasingly demand their products and services.1 The interplay of these forces has heightened the urgent need for a deeper grasp of the underlying drivers and behavior patterns of consumers ...
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