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Sports administration: an examination of the competitive balance concept through european and brazilian domestic soccer leagues comparison
The issue of Competitive Balance (CB) is a major theme of the economics of professional sports in the United States and Europe. Many researches were made to establish the most relevant criteria when evaluating the ...
When a local competitor (slightly) shakes up the global giant: a case on the soft drink market
As marcas globais mantiveram muita atenção no campo do marketing (Kotler, 1997; Holt, Quelch, e Taylor, 2004; Özsomer e Altaras, 2008), enquanto as marcas locais foram subestimadas (Ger, 1999; Schuiling e Kapferer, 2004). ...