{"id":75389,"date":"2022-05-24T10:56:16","date_gmt":"2022-05-24T10:56:16","guid":{"rendered":"https:\/\/www.tyjzk.com\/?p=90462"},"modified":"2022-05-26T18:11:29","modified_gmt":"2022-05-26T18:11:29","slug":"%e5%93%81%e7%89%8c%e6%89%93%e9%80%a0%e9%81%bf%e9%a3%8e%e6%b8%af%e7%9a%84%e5%89%8d%e6%8f%90%ef%bc%9a%e8%b6%85%e8%b6%8a%e4%bf%a1%e4%bb%bb%ef%bc%8c%e5%bb%ba%e7%ab%8b%e5%93%81%e7%89%8c%e5%b4%87%e6%8b%9c","status":"publish","type":"post","link":"https:\/\/www.tyjzk.com\/?p=75389","title":{"rendered":"\u54c1\u724c\u6253\u9020\u907f\u98ce\u6e2f\u7684\u524d\u63d0\uff1a\u8d85\u8d8a\u4fe1\u4efb\uff0c\u5efa\u7acb\u54c1\u724c\u5d07\u62dc"},"content":{"rendered":"<\/p>\n
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\u56e0\u6b64\uff0c\u5728\u8fd9\u7bc7\u6587\u7ae0\u4e2d\uff0c\u6211\u4eec\u5c06\u63a2\u8ba8\u201c\u54c1\u724c\u5d07\u62dc\u201d\u8fd9\u4e2a\u7406\u5ff5\uff0c\u5305\u62ec\u4e3a\u4ec0\u4e48\u5b83\u5bf9\u54c1\u724c\u5065\u5eb7\u81f3\u5173\u91cd\u8981\uff0c\u4ee5\u53ca\u4f01\u4e1a\u5982\u4f55\u5229\u7528\u5b83\u6765\u62b5\u5fa1\u5f53\u524d\u548c\u672a\u6765\u5546\u4e1a\u73af\u5883\u7684\u6311\u6218\u3002<\/span><\/p>\n

01<\/span><\/strong><\/h4>\n

\u4e3a\u4ec0\u4e48\u54c1\u724c\u5d07\u62dc\u5f88\u91cd\u8981<\/span><\/strong><\/h4>\n<\/p>\n
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\u5f53\u987e\u5ba2\u6b23\u8d4f\u4e00\u4e2a\u54c1\u724c\u65f6\uff0c\u4ed6\u4eec\u5bf9\u8fd9\u4e2a\u54c1\u724c\u7684\u5fe0\u8bda\u5ea6\u5c31\u4f1a\u5927\u5927\u63d0\u9ad8\u3002\u4ed6\u4eec\u4e0d\u4ec5\u901a\u8fc7\u5728\u4e00\u6bb5\u65f6\u95f4\u5185\u53cd\u590d\u8d2d\u4e70\u54c1\u724c\uff0c\u800c\u4e14\u901a\u8fc7\u652f\u4ed8\u6ea2\u4ef7\u6536\u8d2d\u54c1\u724c\u53ef\u4ee5\u8bc1\u660e\u8fd9\u4e00\u70b9\u3002<\/span><\/section>\n
\u987e\u5ba2\u613f\u610f\u5fcd\u53d7\u7f3a\u8d27\u548c\u4f9b\u5e94\u94fe\u95ee\u9898\uff0c\u662f\u56e0\u4e3a\u8fd9\u4e2a\u54c1\u724c\u503c\u5f97\u7b49\u5f85\u3002\u4ed6\u4eec\u751a\u81f3\u4f1a\u4e3a\u4e86\u67d0\u4e2a\u54c1\u724c\u800c\u5de5\u4f5c\u2014\u2014\u5fe0\u8bda\u7684\u5ba2\u6237\u66f4\u6709\u53ef\u80fd\u5728\u7f51\u4e0a\u6216\u9762\u5bf9\u9762\uff0c\u8ddf\u4ed6\u4eba\u8bf4\u51fa\u5bf9\u8be5\u54c1\u724c\u7684\u652f\u6301\uff0c\u4ed6\u4eec\u4f1a\u5bfb\u627e\u5e76\u4e0e\u5176\u4ed6\u54c1\u724c\u5021\u5bfc\u8005\u5efa\u7acb\u793e\u533a\u3002<\/span><\/section>\n<\/p>\n

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\u51fa\u4e8e\u8fd9\u4e9b\u539f\u56e0\uff0c\u53d7\u4eba\u63a8\u5d07\u7684\u54c1\u724c\u53ef\u4ee5\u83b7\u5f97\u66f4\u9ad8\u7684\u56de\u62a5\uff0c\u5728\u88ab\u6280\u672f\u548c\u793e\u4f1a\u53d8\u9769\u6253\u4e71\u7684\u8270\u96be\u65f6\u671f\uff0c\u5b83\u4eec\u7684\u8868\u73b0\u4e5f\u4f1a\u66f4\u597d\u3002<\/span><\/section>\n<\/p>\n

02<\/span><\/span><\/strong><\/h4>\n

\u901a\u8fc7<\/span>3E\u6a21\u578b\u521b\u9020\u54c1\u724c\u5d07\u62dc<\/span><\/strong><\/h4>\n<\/p>\n
\u987e\u5ba2\u5bf9\u54c1\u724c\u7684\u9009\u62e9\uff0c\u5f88\u5927\u7a0b\u5ea6\u4e0a\u662f\u7531\u6d88\u8d39\u8005\u5bf9\u54c1\u724c\u80fd\u4e3a\u4ed6\u4eec\u505a\u4ec0\u4e48\uff08\u4e5f\u5c31\u662f\u54c1\u724c\u5e26\u6765\u7684\u597d\u5904\uff09\u7684\u770b\u6cd5\u6240\u9a71\u52a8\u7684\u3002\u8fd9\u91cc\u7684\u201c\u597d\u5904\u201d\u4e0d\u662f\u6307\u4ea7\u54c1\u63d0\u4f9b\u6216\u62e5\u6709\u4ec0\u4e48\u529f\u80fd\uff0c\u800c\u662f\u6307\u5b83\u5982\u4f55\u5e2e\u52a9\u5ba2\u6237\u6ee1\u8db3\u4ed6\u4eec\u7684\u9700\u6c42\u3001\u613f\u671b\u548c\u76ee\u6807\u3002<\/span><\/section>\n
\u6b63\u5982\u54c8\u4f5b\u5546\u5b66\u9662\uff08Harvard Business School\uff09\u6559\u6388\u897f\u5965\u591a\u2022\u83b1\u7ef4\u7279\uff08Theodore Levitt\uff09\u7684\u4e00\u53e5\u540d\u8a00\uff1a\u5ba2\u6237\u4e0d\u60f3\u8981\u56db\u5206\u4e4b\u4e00\u82f1\u5bf8\u7684\u94bb\u5934\uff0c\u4ed6\u4eec\u60f3\u8981\u4e00\u4e2a\u56db\u5206\u4e4b\u4e00\u82f1\u5bf8\u7684\u6d1e\u3002\u867d\u7136\u4ea7\u54c1\u7279\u6027\u53ef\u4ee5\u5e2e\u52a9\u5b9e\u73b0\u5229\u76ca\uff0c\u4f46\u5229\u76ca\u672c\u8eab\u4f1a\u5f15\u5bfc\u5ba2\u6237\u8d70\u5411\u5e02\u573a\u3002<\/strong><\/span><\/section>\n
\u6211\u4eec\u4e86\u89e3\u5230\uff0c\u6d88\u8d39\u8005\u4ece\u6839\u672c\u4e0a\u60f3\u8981\u54c1\u724c\u7684\u4e09\u79cd\u597d\u5904\u3002\u4ed6\u4eec\u60f3\u8981\u80fd\u4f7f\u4ed6\u4eec\u6709\u80fd\u529b\u3001\u6709\u5438\u5f15\u529b\u3001\u6709\u8d22\u5bcc\u7684\u5229\u76ca\uff0c\u6211\u4eec\u79f0\u8fd9\u4e9b\u5229\u76ca\u7c7b\u578b\u4e3a\u201c3E\u201d\u3002<\/span><\/section>\n
\u8bb8\u591a\u54c1\u724c\u90fd\u5f88\u64c5\u957f\u63d0\u4f9b\u4e00\u79cd\u7c7b\u578b\u7684\u597d\u5904\uff08\u901a\u5e38\u662f\u201c\u4f7f\u7528\u201d\u7684\u597d\u5904\uff09\uff0c\u4f46\u771f\u6b63\u4e0e\u5ba2\u6237\u4ea7\u751f\u5171\u9e23\u7684\u54c1\u724c\uff0c\u9700\u8981\u901a\u8fc7\u63d0\u4f9b\u6ee1\u8db3\u8fd9\u4e09\u79cd\u7c7b\u578b\u7684\u597d\u5904\u624d\u80fd\u8131\u9896\u800c\u51fa\u3002<\/span><\/section>\n<\/p>\n

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\u54c1\u724c\u4ef0\u6155\u6846\u67b6<\/span><\/span><\/section>\n
\u8d44\u6599\u6765\u6e90\uff1aAndreas B. Eisingerich, Deborah J. MacInnis\u548cMartin Fleischmann<\/span><\/section>\n<\/p>\n

\u5f53\u4e09\u8005\u7ed3\u5408\u5728\u4e00\u8d77\u65f6\uff0c\u4f1a\u5bf9\u63d0\u9ad8\u5ba2\u6237\u7684\u751f\u6d3b\u8d28\u91cf\u4ea7\u751f\u6307\u6570\u6548\u5e94\uff0c\u4ece\u800c\u63d0\u9ad8\u54c1\u724c\u5bf9\u5ba2\u6237\u7684\u4ef7\u503c\u3002\u5f53\u54c1\u724c\u63d0\u4f9b\u6709\u5229\u7684\u3001\u8bf1\u4eba\u7684\u548c\u4e30\u5bcc\u7684\u5229\u76ca\u65f6\uff0c\u5b83\u4eec\u5c31\u80fd\u4e0e\u5ba2\u6237\u5efa\u7acb\u7262\u56fa\u548c\u6301\u4e45\u7684\u5173\u7cfb\u3002<\/span><\/p>\n

03<\/span><\/strong><\/h4>\n

\u5efa\u7acb\u54c1\u724c\u5d07\u62dc\u7684\u65b9\u6cd5<\/span><\/strong><\/h4>\n<\/p>\n
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\u4ee5\u4e0b\uff0c\u6709\u51e0\u79cd\u4e0d\u540c\u7684\u65b9\u5f0f\uff0c\u53ef\u4ee5\u8ba9\u54c1\u724c\u5438\u5f15\u987e\u5ba2\uff0c\u57f9\u517b\u4ed6\u4eec\u5185\u5fc3\u7684\u5e73\u9759\u548c\u6ee1\u8db3\uff1a<\/span><\/section>\n
\uff08\u4e00\uff09\u89e3\u51b3\u987e\u5ba2\u7684\u95ee\u9898<\/span><\/strong><\/section>\n
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\uff08\u4e8c\uff09\u5e2e\u52a9\u987e<\/span><\/strong>\u5ba2\u8282\u7ea6\u8d44\u6e90<\/span><\/strong><\/section>\n
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\uff08\u4e09\uff09\u8ba9\u5ba2\u6237\u611f\u89c9\u826f\u597d<\/span><\/strong><\/section>\n
\u901a\u8fc7\u523a\u6fc0\u987e\u5ba2\u7684\u5934\u8111\u3001\u611f\u5b98\u548c\u5fc3\u7075\u6765\u5438\u5f15\u4ed6\u4eec\u7684\u597d\u5904\u3002\u5e2e\u52a9\u4ed6\u4eec\u7528\u73a9\u800d\u4ee3\u66ff\u5de5\u4f5c\uff0c\u7528\u6ee1\u8db3\u4ee3\u66ff\u4e0d\u5feb\uff0c\u7528\u5174\u594b\u4ee3\u66ff\u65e0\u804a\uff0c\u7528\u6e29\u6696\u4ee3\u66ff\u60b2\u4f24\u3002<\/span><\/section>\n
\uff08\u56db\uff09\u523a\u6fc0\u8ba4\u77e5\u548c\u611f\u5b98\u4f53\u9a8c<\/span><\/strong><\/section>\n
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\u54c1\u724c\u4e5f\u53ef\u4ee5\u901a\u8fc7\u6fc0\u6d3b\u4ee4\u4eba\u6109\u5feb\u7684\u89c6\u89c9\uff08\u5982\u901a\u8fc7\u5438\u5f15\u4eba\u7684\u4ea7\u54c1\u8bbe\u8ba1\uff09\u3001\u58f0\u97f3\uff08\u901a\u8fc7\u58f0\u97f3\u6807\u5fd7\u6216\u5e7f\u544a\u6b4c\uff09\u3001\u5473\u9053\u548c\u6c14\u5473\uff08\u5982\u6807\u5fd7\u6027\u7684\u5473\u9053\u6216\u9999\u5473\uff09\u548c\u89e6\u89c9\uff0c\u6765\u5524\u8d77\u611f\u5b98\u4f53\u9a8c\uff0c\u4ece\u800c\u53d6\u60a6\u611f\u5b98\u3002\u8bf1\u60d1\u7684\u597d\u5904\u662f\uff0c\u6fc0\u53d1\u4e86\u4eba\u4eec\u7684\u601d\u60f3\u548c\u611f\u89c9\uff0c\u5e76\u6d88\u9664\u4e86\u65e0\u804a\u611f\uff0c\u56e0\u6b64\u662f\u5ba2\u6237\u4f53\u9a8c\u7684\u5f3a\u5927\u9a71\u52a8\u529b\u3002<\/span><\/section>\n
\uff08\u4e94\uff09\u5efa\u7acb\u6e29\u6696\u548c\u771f\u5b9e\u7684\u8054\u7cfb<\/span><\/strong><\/section>\n<\/p>\n

\u54c1\u724c\u662f\u53ef\u4ee5\u901a\u8fc7\u6e29\u6696\u4eba\u5fc3\u6765\u63d0\u4f9b\u8bf1\u4eba\u7684\u5438\u5f15\u529b\u7684\u3002\u4ed6\u4eec\u53ef\u4ee5\u8bf1\u53d1\u591a\u6101\u5584\u611f\u3001\u8f9b\u9178\u3001\u5e7d\u9ed8\u3001\u79fb\u60c5\u3001\u611f\u6fc0\u548c\u6000\u65e7\u4e4b\u60c5\uff0c\u5e2e\u52a9\u6d88\u8d39\u8005\u5bf9\u54c1\u724c\u4ea7\u751f\u771f\u6b63\u7684\u559c\u7231\u3001\u94a6\u4f69\u548c\u70ed\u7231\u3002<\/span><\/p>\n

04<\/span><\/strong><\/h4>\n

\u5982\u4f55<\/span><\/strong>\u786e\u8ba4\u548c\u4e30\u5bcc\u5ba2\u6237\u8eab\u4efd<\/span><\/strong><\/h4>\n<\/p>\n
\u5efa\u7acb\u81ea\u6211\u80af\u5b9a\u7684\u8eab\u4efd\u5229\u76ca\uff0c\u4e30\u5bcc\u5ba2\u6237\u8eab\u4efd\uff0c\u662f\u4f1a\u5f71\u54cd\u5230\u5ba2\u6237\u611f\u89c9\u7684\u3002\u5ba2\u6237\u5e0c\u671b\u89c9\u5f97\u81ea\u5df1\u662f\u597d\u4eba\uff0c\u5728\u4e16\u754c\u4e0a\u505a\u7740\u597d\u4e8b\u3002\u4ed6\u4eec\u5e0c\u671b\u4ee5\u4e0e\u81ea\u5df1\u7684\u4fe1\u4ef0\u3001\u4ef7\u503c\u89c2\u548c\u5e0c\u671b\u4e00\u81f4\u7684\u65b9\u5f0f\u884c\u4e8b\uff1b\u4ed6\u4eec\u60f3\u8981\u611f\u89c9\u5230\u81ea\u5df1\u662f\u4e00\u4e2a\u7fa4\u4f53\u7684\u4e00\u90e8\u5206\uff0c\u5728\u8fd9\u4e2a\u7fa4\u4f53\u4e2d\uff0c\u5176\u4ed6\u4eba\u63a5\u53d7\u548c\u5c0a\u91cd\u4ed6\u4eec\uff0c\u4f46\u4ed6\u4eec\u4e5f\u60f3\u5c55\u793a\u81ea\u5df1\u662f\u591a\u4e48\u72ec\u7279\u548c\u4e0d\u540c\u3002<\/span><\/section>\n
\u90a3\u4e48\uff0c\u6709\u4ee5\u4e0b\u65b9\u6cd5\u53ef\u4ee5\u5e2e\u52a9\u54c1\u724c\u786e\u8ba4\u548c\u4e30\u5bcc\u5ba2\u6237\u8eab\u4efd\uff1a<\/span><\/section>\n
\uff08\u4e00\uff09\u63d0\u4f9b\u81ea\u6211\u8868\u8fbe\u7684\u673a\u4f1a<\/span><\/strong><\/section>\n
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\uff08\u4e8c\uff09\u4e30\u5bcc\u81ea\u6211\u63d0\u5347<\/span><\/strong><\/section>\n
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\u54c1\u724c\u53ea\u6709\u5728\u5e2e\u52a9\u6d88\u8d39\u8005\u521b\u9020\u5f52\u5c5e\u611f\u65f6\u624d\u4f1a\u53d7\u5230\u5c0a\u91cd\u3002\u6bd4\u5982\uff0c\u6d88\u8d39\u8005\u5bf9\u6bcd\u6821\u7684\u5c0a\u91cd\uff0c\u5c31\u5c06\u6d88\u8d39\u8005\u4e0e\u5176\u4ed6\u4eba\u8054\u7cfb\u8d77\u6765\uff0c\u6269\u5927\u4ed6\u4eec\u5bf9\u201c\u81ea\u5df1\u662f\u8c01\u201d\u7684\u8ba4\u8bc6\u3002<\/span><\/section>\n
\uff08\u4e09\uff09\u901a\u8fc7\u8d85\u8d8a\u81ea\u6211\u7684\u201c\u5229\u76ca\u201d\u5145\u5b9e\u81ea\u5df1<\/span><\/strong><\/section>\n
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\u5f53\u6d88\u8d39\u8005\u4ece\u4e00\u4e2a\u54c1\u724c\u7684\u81ea\u6211\u80af\u5b9a\u7684\u4e30\u5bcc\u5229\u76ca\u4e2d\uff0c\u80fd\u4f53\u9a8c\u5230\u5feb\u4e50\u65f6\uff0c\u4ed6\u4eec\u5f00\u59cb\u5c0a\u91cd\u8fd9\u4e2a\u54c1\u724c\u3002\u4e8b\u5b9e\u8bc1\u660e\uff0c\u8fd9\u79cd\u5c0a\u91cd\u5c31\u662f\u54c1\u724c\u5d07\u62dc\u3001\u54c1\u724c\u5fe0\u8bda\u548c\u54c1\u724c\u5021\u5bfc\u884c\u4e3a\u7684\u5f3a\u5927\u9a71\u52a8\u529b\u3002<\/span><\/section>\n
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\u603b\u4e4b\uff0c\u6211\u4eec\u7814\u7a76\u53d1\u73b0\uff0c\u5f53\u54c1\u724c\u4f7f\u5438\u5f15\u987e\u5ba2\u3001\u4e30\u5bcc\u987e\u5ba2\u65f6\uff0c\u54c1\u724c\u5d07\u62dc\u548c\u4eb2\u8fd1\u54c1\u724c\u884c\u4e3a\u90fd\u662f\u6700\u5927\u5316\u7684\u3002\u4e5f\u5c31\u662f\u8bf4\uff0c\u6240\u6709\u54c1\u724c\u90fd\u53ef\u4ee5\u4ece\u5b9a\u671f\u8bc4\u4f30\u5ba2\u6237\u7684\u770b\u6cd5\u4ee5\u53ca\u76f8\u5173\u8bc4\u4f30\u9014\u5f84\u4e2d\u53d7\u76ca\uff0c\u4ee5\u63d0\u9ad8\u54c1\u724c\u7684\u8d5e\u8d4f\u3002<\/span><\/section>\n
\u4e3a\u4e86\u5728\u8bf8\u591a\u4e0d\u786e\u5b9a\u6027\u548c\u4e0d\u65ad\u53d8\u5316\u7684\u8d8b\u52bf\u4e2d\u4fdd\u6301\u7ade\u4e89\u529b\uff0c\u4f01\u4e1a\u5fc5\u987b\u8ba4\u771f\u5bf9\u5f85\u7ad6\u7acb\u54c1\u724c\u5d07\u62dc\u3002\u6210\u529f\u7684\u54c1\u724c\uff0c\u4f1a\u901a\u8fc7\u4ee5\u771f\u5b9e\u7684\u611f\u77e5\uff0c\u63d0\u4f9b\u8bf1\u4eba\u548c\u4e30\u5bcc\u7684\u5229\u76ca\u6765\u505a\u5230\u8fd9\u4e00\u70b9\uff0c\u5e76\u6210\u4e3a\u5176\u5ba2\u6237\u751f\u6d3b\u4e2d\u5fc5\u4e0d\u53ef\u5c11\u7684\u4e00\u90e8\u5206\u3002<\/span><\/section>\n
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| \u4f5c\u8005\uff1aAndreas B. Eisingerich, Deborah J. MacInnis&Martin Fleischmann<\/section>\n

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\u5173\u4e8e\u4f5c\u8005\uff1a<\/span><\/strong><\/section>\n
Andreas B. Eisingerich\u662f\u5e1d\u56fd\u7406\u5de5\u5b66\u9662\u5546\u5b66\u9662\u7684\u5e02\u573a\u8425\u9500\u5b66\u6559\u6388\uff0c\u4ed6\u9886\u5bfc\u7740\u5206\u6790\u3001\u8425\u9500\u548c\u8fd0\u8425\u7cfb\u3002\u4ed6\u66fe\u7ba1\u7406\u5357\u52a0\u5dde\u5927\u5b66\u9a6c\u6b47\u5c14\u5546\u5b66\u9662\u7684\u5168\u7403\u521b\u65b0\u4e2d\u5fc3\uff08Center for Global Innovation)\u3002<\/span><\/section>\n
Deborah J. MacInnis\u662fCharles L. and Ramona I. Hilliard\u5de5\u5546\u7ba1\u7406\u6559\u6388\u548c\u9a6c\u6b47\u5c14\u5b66\u9662\u5e02\u573a\u8425\u9500\u5b66\u6559\u6388\u3002\u9a6c\u4e01\u00b7\u5f17\u83b1\u65bd\u66fc\u662fHFU\u5546\u5b66\u9662\u56fd\u9645\u8425\u9500\u5b66\u6559\u6388\u3002<\/span><\/section>\n
\u53c2\u8003\u6587\u732e\uff1a<\/span><\/section>\n
1.\u00a0C.W. Park, D.J. MacInnis, J. Priester, et al., \u201cBrand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers,\u201d Journal of Marketing 74, no. 6 (November 2010): 1-17; and C.W. Park, A.B. Eisingerich, and J.W. Park, \u201cAttachment-Aversion (AA) Model of Customer-Brand Relationships,\u201d Journal of Consumer Psychology 23, no. 2 (April 2013): 229-248.<\/span><\/section>\n
2.\u00a0C.W. Park, D.J. MacInnis, and A.B. Eisingerich, \u201cBrand Admiration: Building a Business People Love\u201d (New York: John Wiley & Sons, 2016).<\/span><\/section><\/p>\n","protected":false},"excerpt":{"rendered":"

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