Journal of Marketing, Volume 90, Issue 6, Page 1-25, November 2026.
Firms are increasingly facing decisions about operations in markets affected by geopolitical conflicts that attract global attention, but research illuminating the consequences of these decisions remains scarce. In this article, the authors develop a …Journal of Marketing, Volume 90, Issue 6, Page 1-25, November 2026. <br/>Firms are increasingly facing decisions about operations in markets affected by geopolitical conflicts that attract global attention, but research illuminating the consequences of these decisions remains scarce. In this article, the authors develop a … Read More