Building a Compelling Underdog Consumption Experience

Tao (Tony) Gao; Lee P. McGinnis

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P-ISSN 1081-8510

E-ISSN 2380-1751

articles

Vol. 30, Issue 2, 2020

May 27, 2020 CDT

Building a Compelling Underdog Consumption Experience

Tao (Tony) Gao, Lee P. McGinnis,

small business strategy

ccby-4.0

JSBS

Gao, T. (Tony), & McGinnis, L. P. (2020). Building a Compelling Underdog Consumption Experience. Journal of Small Business Strategy, 30(2), 93–105.

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