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Awuah, Gabriel BaffourORCID iD iconorcid.org/0000-0002-0554-9591
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Publications (10 of 59) Show all publications
Aagerup, U., Andersson, S. & Awuah, G. B. (2022). Building a warm and competent B2B brand personality. European Journal of Marketing, 56(13), 167-193
Open this publication in new window or tab >>Building a warm and competent B2B brand personality
2022 (English)In: European Journal of Marketing, ISSN 0309-0566, E-ISSN 1758-7123, Vol. 56, no 13, p. 167-193Article in journal (Refereed) Published
Abstract [en]

Purpose: This study aims to investigate how business-to-business (B2B) companies build brand personality via the products they provide and via their interactions with customers. Design/methodology/approach: A multiple case study, which spans 10 years, investigates via interviews, observations, workshops and document analysis how two fast-growing B2B companies selling industrial equipment to manufacturers build brand personality. Findings: The studied companies concentrate on different brand personality dimensions depending on the activities in which they engage. By focusing on brand competence in the realm of the actual product and brand warmth in the realm of the augmented product, the companies manage to create a complete and consistent brand personality. Research limitations/implications: The research approach provides in-depth knowledge on how the companies build brands for a specific type of B2B product. However, the article’s perspective is limited to that of management and therefore does not take customer reactions into account. Practical implications: The study describes how firms can build strong B2B brands by emphasizing competence in product design and R&D and warmth in activities related to sales and customer service. Originality/value: The study introduces a conceptually consistent view of brand personality in the form of warm and competent brands to the B2B marketing literature. It builds on and contributes to the emerging research on B2B brand personality. By relating the companies’ brand-building activities to the type of products they sell, this study illustrates how context affects B2B brand building, and by integrating brand personality theory with product levels and marketing philosophy, it extends previous theory on B2B branding. © 2022, Ulf Aagerup, Svante Andersson and Gabriel Baffour Awuah.

Place, publisher, year, edition, pages
Bingley: Emerald Group Publishing Limited, 2022
Keywords
Brand management, Brand personality, Branding, Business-to-business, Industrial marketing
National Category
Business Administration
Identifiers
urn:nbn:se:hh:diva-48032 (URN)10.1108/EJM-06-2019-0528 (DOI)000838785000001 ()2-s2.0-85135816314 (Scopus ID)
Funder
Knowledge Foundation
Available from: 2022-09-09 Created: 2022-09-09 Last updated: 2023-06-19Bibliographically approved
Andersson, S., Awuah, G. B., Aagerup, U. & Wictor, I. (2020). How do mature born globals create customer value to achieve international growth?. International Marketing Review, 37(2), 185-211
Open this publication in new window or tab >>How do mature born globals create customer value to achieve international growth?
2020 (English)In: International Marketing Review, ISSN 0265-1335, E-ISSN 1758-6763, Vol. 37, no 2, p. 185-211Article in journal (Refereed) Published
Abstract [en]

Purpose – This study aims to investigate how mature born global firms create value for customers to achieve continued international growth.

Design/methodology/approach – The study employs a case study approach to investigate the underresearched area of how mature born globals create value for customers and, by doing so, contribute to their continued international growth. This in-depth examination of how three born globals developed over time uses interviews, observation and secondary data.

Findings – The findings indicate that the entrepreneurs of born global firms, that continued to grow, created a culture in the early stages that supported value creation for foreign customers. These firms have built a competitive position by developing international niche products. They have also implemented a combination of proactive and reactive market orientation to facilitate the creation and delivery of value to customers. To maintain growth, they further invest the revenues earned on additional international marketing activities and continuously enhance their focal products.

Research limitations/implications – The study relies on three cases. We therefore recommend that future studies extend the scope of the research to several companies in various industries and countries, in which the theoretical arguments can be applied. In addition, further studies that test the propositions developed in this study, in different contexts, are highly recommended.

Practical implications – To gain international growth, managers should create an organizational culture that facilitates satisfying international customer needs. Firms should continuously invest in sales and market development (e.g. social media marketing, personal selling) and undertake technology development of niche rather than new products. To achieve international growth, managers need to standardize part of the offer to achieve economies of scale and adapt the other part to international customers’ needs.

Originality/value – Research on born globals has focused on the early stages of their internationalization processes, while largely neglecting the later stages (mature born globals) or the factors that lead to continued international growth. To address this gap, this study explores what happens when born globals ‘grow up’. This study contributes to the literature by capturing the factors and processes underlying how mature born globals create value for customers, for international growth. In particular, the study shows that the culture and strategies developed in the born globals’ early stages also lead to international growth in later stages. The mature born globals have also invested in niche products, brand building, and effective market channels and adopted a combination of proactive and reactive market orientations. © 2019 Emerald Publishing Limited

Place, publisher, year, edition, pages
Bingley: Emerald Group Publishing Limited, 2020
Keywords
Born globals, International growth, Customer value, Marketing orientation
National Category
Business Administration
Identifiers
urn:nbn:se:hh:diva-42115 (URN)10.1108/IMR-11-2018-0340 (DOI)000514677900001 ()2-s2.0-85079812611 (Scopus ID)
Funder
Knowledge Foundation
Available from: 2020-05-30 Created: 2020-05-30 Last updated: 2020-11-24Bibliographically approved
Osarenkhoe, A., Fjellström, D., Abraha, D. & Awuah, G. B. (2020). Networked establishment processes in transition economies. Global Business and Economics Review (GBER), 22(1-2), 161-177
Open this publication in new window or tab >>Networked establishment processes in transition economies
2020 (English)In: Global Business and Economics Review (GBER), ISSN 1097-4954, E-ISSN 1745-1329, Vol. 22, no 1-2, p. 161-177Article in journal (Refereed) Published
Abstract [en]

The purpose of this article is to examine the establishment processes of Scania in Croatia and Statoil in Estonia applying a model developed from the network approach. The findings show that Statoil's ability to leverage significant actors in its network to support its establishment made the process less cumbersome and less resource-consuming. Scania's lack of home- and host country support, on the other hand, resulted in an arduous and costly process, with its market position changing several times as different problems cropped up. We also found that relationship orientation requires adaptation by the firm and, more critically, by its managers. A lack of cross-cultural competence is also observed to be an impeding factor in the process. © 2020 Inderscience Enterprises Ltd.

Place, publisher, year, edition, pages
Olney: InderScience Publishers, 2020
Keywords
Activities, Actors, Establishment processes, Network approach, Networks, Relationships, Resource exchanges, Transition economies
National Category
Business Administration
Identifiers
urn:nbn:se:hh:diva-43657 (URN)10.1504/GBER.2020.105040 (DOI)2-s2.0-85079694704 (Scopus ID)
Available from: 2020-12-04 Created: 2020-12-04 Last updated: 2020-12-08Bibliographically approved
Andersson, S., Aagerup, U., Awuah, G. B. & Wictor, I. (2018). Building Brand Personality in a Business-to-Business Context – the Case of Born Globals. In: : . Paper presented at The 22nd McGill International Entrepreneurship Conference, 22-24 September, 2018, Halmstad, Sweden.
Open this publication in new window or tab >>Building Brand Personality in a Business-to-Business Context – the Case of Born Globals
2018 (English)Conference paper, Published paper (Refereed)
Abstract [en]

Branding has for a long time been in focus in strategic decision making for firms in a business-to-consumer context. Brands has been used as a tool to differentiate products and position firms’ offers towards competitors. In a business-to business context branding has not been in focus in the same way. Strategic decisions have more dealt with technology innovation and market expansions. In recent times, a greater interest for brand building in a business to business (B2B) context has emerged, both in practice and academia, especially for globally active B2B firms that strive to create a unified look of their products and firms. The hard global competition has made it difficult to compete on product quality alone, services around the product and intangible features has been important parts of B2B firms’ offers. The B2B firms’ more complex offers can be incorporated under a common brand that differentiates the firms’ offer from competitors. Although that the practical importance of B2B branding has been acknowledge lately, research dealing with B2B branding is still relatively limited. Most studies on B2B branding attempt to describe what brands are, how they affect companies, or vice versa. Research on the process of B2B brand building is however scarce. Also, when B2B brands are in focus of a study, it is usually their tangible characteristics that are examined. In B2C brand literature, intangible aspects and, the metaphor to see the brand as a person is widely discussed (Aaker, 1997). However, there is very little research on brand as a person element in the B2B context. Brand personality is normally defined as the human characteristics associated with a brand, More research into the brand personality building processes in a B2B context are therefore needed. Following the above discussion this study’s aim is to investigate how brand personality is built in B2B companies.

A qualitative approach has been adopted to enable us to investigate, in-depth, an under-researched area (Ghauri and Gronhaug, 2010; and Yin, 1989) The key factor underpinning the selection of the two cases was conceptual relevance rather than representative grounds, so we used theoretical sampling (Miles and Huberman 1994). We combined secondary data research and field interviews and workshops with the CEOs in the case firms. The researchers constructed an interview-guide based on earlier literature and discussion in a workshop. Our aim and research question served as the basic structure for data analysis.  The study contributes to the literature by integrating theory on brand building from the marketing fields with the research dealing with the born global phenomenon discussed in the international entrepreneurship field.

Keywords
Born globals, Business to Business, Brand building. Brand personalities
National Category
Business Administration
Identifiers
urn:nbn:se:hh:diva-37789 (URN)
Conference
The 22nd McGill International Entrepreneurship Conference, 22-24 September, 2018, Halmstad, Sweden
Available from: 2018-08-27 Created: 2018-08-27 Last updated: 2020-03-20Bibliographically approved
Iddris, F. & Awuah, G. B. (2018). The Role of Innovation Capability on Internationalisation of Low-Tech Manufacturing Firms. In: : . Paper presented at The 22nd McGill International Entrepreneurship Conference, 22-24 September, 2018, Halmstad, Sweden.
Open this publication in new window or tab >>The Role of Innovation Capability on Internationalisation of Low-Tech Manufacturing Firms
2018 (English)Conference paper, Oral presentation with published abstract (Refereed)
Abstract [en]

Purpose: The purpose of this study is to explore innovation capability and its effect on internationalisation of small low-tech herbal manufacturing firms, thereby also contributing to theory development in the subject area. 

Design/methodology/approach: A single case study method is adopted to explore the process of innovation capability of low-tech manufacturing for internationalisation process. 

Findings: Our result indicates that in low-tech herbal manufacturing innovation capability has been crucial for the company’s internationalization. The uniqueness of the products is derived from mutual learning, collaboration, most importantly team work pertaining in the organisation. The findings in this study support the notion that the development of innovation capability in a natural resource-based sector could be pursued as a strategy for internationalisation in countries like Ghana. 

Research limitations/implications: 

In this study we attempted to examine low-tech manufacturing firms’ innovation capability and how it affects internationalisation. Our study, like any study, suffers from some limitations. First, the data is based on a single firm. Ideally we would like to include data from few more firms. However, getting data from innovative companies is a difficult task. Future research may consider multiple case studies within the same sector or across different sectors. 

Originality/Value: Although the research field of innovation capability is growing lately, few attempts have been made to explore innovation capability and its effect on internationalisation process of low-tech manufacturing firms.

Keywords
innovation capability, low-tech, learning, collaboration, herbal medicine
National Category
Business Administration
Identifiers
urn:nbn:se:hh:diva-37930 (URN)
Conference
The 22nd McGill International Entrepreneurship Conference, 22-24 September, 2018, Halmstad, Sweden
Available from: 2018-09-08 Created: 2018-09-08 Last updated: 2018-09-25Bibliographically approved
Andersson, S., Awuah, G. B., Aagerup, U. & Wictor, I. (2017). Customer Value Creation in Mature Born Globals. In: : . Paper presented at The 21st McGill International Entrepreneurship conference, Galway, Ireland, Aug. 30th - Sept. 1st, 2017.
Open this publication in new window or tab >>Customer Value Creation in Mature Born Globals
2017 (English)Conference paper, Published paper (Refereed)
Abstract [en]

INTRODUCTION

Research on firms that already from their inception see the whole world as a market and/or the whole world as a source to access resources, so called born globals (Andersson & Wictor, 2003, Knight & Cavusgil, 2004; Cavusgil & Knight, 2015), has been growing during the last decades  (Servantie, 2016). Born globals are an especially interesting group of firms to study, in regard of value creation, as they have been able to create competitive offers fulfilling the needs of customers on global markets.

 The distinguishing feature of born globals is their international behaviour at birth and soon thereafter. The firms’ behaviour is initiated by the entrepreneurs’ and management’s global mindset and the commitment of resources leading to international growth (Andersson, 2000; Knight & Causgil, 2004). Born globals is, by definition, a born global firm “forever”, as has been characterized by their early years.  We argue that the early years make these firms a special type of firms that will influence their further international development. Firms with a long-term focus on the domestic market must unlearn routines rooted in the domestic context before new, internationally oriented routines can be learned. An early entrance to international markets forces born globals to adopt to new contexts and create new knowledge that leads to new routines and creates a culture in the firms to adapt to new international opportunities (Andersson & Evers, 2015; Autio et al ., 2000, Cavusgil & Knight, 2004).

There has been extensive research on born globals’ internationalization dealing with which markets, and market channels firms should choose to grow internationally. There has also been extensive research dealing with antecedents and factors influencing these choices. The focus on born global research has also been on the very early stages in the internationalization process. Few studies have captured the long-term behaviour and growth of born globals (2008; Gabrielsson and Gabrielsson, 2013, Melen Hånell, Nordman and Sharma, 2014). A question that has been very little addressed is: what happens to born global firms when they grow up (Cavusgil & Knight, 2015)? In this study we define this grown up born global firms as mature born globals (c. f. Hagen & Zuchella, 2014, maturing born global firms). To succeed with a continued international expansion, the born global firms need to increase sales on international markets. The underlying reason for success on international markets and continuous growth is that the mature born global firms have an offer that gives higher value to the customer than their competitors. However customer value is not explicitly treated in internationalization theories (Axinn & Matthyssen, 2002). To our knowledge there has not been any research that has, in- depth, explored how mature born globals create value for customers to create international growth. In line with the above discussion, the aim of this study is to investigate how mature born global firms create value for customers to create international growth.

METHOD

A qualitative approach has been adopted to enable us to investigate, in-depth, an under-researched area (Ghauri and Gronhaug, 2010; and Yin, 1989) “how born global firms create value for customers to create international growth”. In all, the study was conducted with five companies. The key factor underpinning the selection of the five cases was conceptual relevance rather than representative grounds, so we used theoretical sampling (Miles and Huberman 1994). We conducted a review of annual reports, other secondary documentation, and the websites of the case firms. We combined secondary data research and field interviews and workshops with the CEOs in the case firms. The researchers constructed an interview-guide based on earlier literature and discussion on a works-shop. Interviews were carried out with the five CEOs and transcribed. Data analysis included several steps. The information from the interviews, and other sources served as descriptive narratives, which helped us process the large volume of data (Mintzberg and McHugh 1985). This process enabled the unique patterns of each case to emerge before cross-case comparison (Eisenhardt 1989; Yin 1994) was undertaken. Our aim and research question served as the basic structure for data analysis.

CONCLUSIONS

We conclude that a strong focus on customer value creation was in focus. To create customer value a combination of proactive and reactive market orientation was implemented built on a competitive offer that was hard to replicate. Depending on the characteristics of the buyer-seller relationship different tools were used to build relationship value. The revenue earned is invested in further international growth, by investing in market driving activities, and entrepreneurial alertness to act on upcoming opportunities was crucial. This study contributes to the international entrepreneurship field by explicitly including marketing literature and empirically investigating how value is created to achieve international growth in born globals. This study also contributes to the industrial marketing field by developing a model that shows how born global firms create value for international customers to generate international growth in a B2B context.

Keywords
Born Globals, value creation, international growth, customer value, marketing orientation, trust
National Category
Business Administration
Identifiers
urn:nbn:se:hh:diva-34879 (URN)
Conference
The 21st McGill International Entrepreneurship conference, Galway, Ireland, Aug. 30th - Sept. 1st, 2017
Projects
KK - International Growth in Born Globals
Funder
Knowledge Foundation
Available from: 2017-09-05 Created: 2017-09-05 Last updated: 2020-03-20Bibliographically approved
Amos, G. J. & Baffour Awuah, G. (2017). In search of competitiveness through innovation-driven CSR initiatives in Multinational Enterprise subsidiaries in developing countries. Journal of Developing Country Studies, 7(2), 161-173
Open this publication in new window or tab >>In search of competitiveness through innovation-driven CSR initiatives in Multinational Enterprise subsidiaries in developing countries
2017 (English)In: Journal of Developing Country Studies, ISSN 2224-607X, E-ISSN 2225-0565, Vol. 7, no 2, p. 161-173Article in journal (Refereed) Published
Abstract [en]

Purpose – The objective of the present study is to investigate opportunities for integrating innovation and CSR in the context of firms’ activities. This is explored by investigating the extent to which innovation may complement CSR activities of MNE subsidiaries in developing-countries.

Method/approach – This paper employs literature study to describe how innovation complements CSR in the search for competitiveness at the level of the firm. In doing so, the competitiveness of firms, which is often driven by the demands for responsible behaviour and innovativeness, is derived from studying the extant literature. By drawing from multiple theoretical lenses (i.e., legitimacy theory, stakeholder theory, CSR literature, firms’ reputation, and innovativeness), we aim at evaluating their collective impact on firms’ competitiveness.

Findings - The model suggests that firm’s contextual capabilities (e.g. legitimacy, innovation, and stakeholders) can define its CSR activities (e.g. CSR ethical, CSR social, and CSR environmental). The cumulative effects of these, define firm’s reputation, which eventually, produces firm’s own competitiveness. The study has argued that there is more to firms’ stakeholders than ordinary resources required in furtherance of firms’ economic objectives. It therefore follows that stakeholders’ potential to constitute a pool of resources and capabilities that the firm can blend with to realize its strategic objectives ought to be stressed. Consequently, markets and for that matter firms, are subject to CSR and innovation demands through, for example, more socially responsible productive behaviour. This requires that MNE subsidiaries in developing-countries connect different strategies towards improving their own competitiveness. This may be accomplished through, re-packaging CSR into bundles of interrelated activities, collaborating with stakeholders to jointly create and deliver social and economic values, and integrating CSR into productive activities that may lead to bundles of products to suit local market conditions.

© www.iiste.org

Place, publisher, year, edition, pages
New York: International Institute for Science, Technology & Education, 2017
Keywords
CSR, innovation, MNE subsidiaries, MNEs, reputation, developing-countries
National Category
Business Administration
Identifiers
urn:nbn:se:hh:diva-33413 (URN)
Available from: 2017-03-06 Created: 2017-03-06 Last updated: 2022-01-11Bibliographically approved
Osarenkhoe, A., Fjellström, D., Abraha, D. & Awuah, G. B. (2017). Network Perspective on Establishment Process in Transition Economies. In: Vrontis, D., Weber, Y., Tsoukatos, E. (Ed.), Global and National Business Theories and Practice: Bridging the Past with the Future. Paper presented at 10th Annual Conference of the EuroMed-Academy-of-Business, Rome, Italy, September 13-15, 2017 (pp. 1235-1257). EuroMed Press
Open this publication in new window or tab >>Network Perspective on Establishment Process in Transition Economies
2017 (English)In: Global and National Business Theories and Practice: Bridging the Past with the Future / [ed] Vrontis, D., Weber, Y., Tsoukatos, E., EuroMed Press , 2017, p. 1235-1257Conference paper, Published paper (Refereed)
Abstract [en]

This paper contributes to extant literature on market entry strategies in several ways. First, while previous literature focuses either on entry modes or entry timing, comparatively little efforts are made to illuminate the establishment process. Secondly, it addresses emanating impediments and development of supporting relationships with significant actors during the processes of establishment in transition economies. Establishment model, developed from network approach, facilitated the capturing of various supporting relationships that enabled the focal relationships to function properly during the establishment processes in less-structured markets. In-depth interviews were held with key informants in two Scandinavian firms. Findings show that Statoil's ability to leverage a number of significant actors in its network for support during its establishment in Estonia makes the process less cumbersome and less resource consuming. Lack of home and host country support for Scania resulted in an arduous and costly process, with the firm's position changing several times as different problems cropped up. In conclusion, relationship orientation requires adaptation by an organization, but more critically by its managers. Lack of cross-cultural relationship skills and orientation could impede a company's growth in international markets. We call for more research efforts in the area of cultural dimensions of market establishment processes.

Place, publisher, year, edition, pages
EuroMed Press, 2017
Series
EuroMed Academy of Business Conference Book of Proceedings, ISSN 2547-8516
Keywords
relationships, networks, establishment processes, actors, resource exchanges, transition economies
National Category
Business Administration
Identifiers
urn:nbn:se:hh:diva-41588 (URN)000427297600094 ()978-9963-711-56-7 (ISBN)
Conference
10th Annual Conference of the EuroMed-Academy-of-Business, Rome, Italy, September 13-15, 2017
Available from: 2020-02-04 Created: 2020-02-04 Last updated: 2020-02-04Bibliographically approved
Iddris, F., Baffour Awuah, G. & Desalegn Abraha, G. (2016). Achieving supply chain agility through innovation capability building. International Journal of Supply Chain and Operations Resilience, 2(2), 114-143
Open this publication in new window or tab >>Achieving supply chain agility through innovation capability building
2016 (English)In: International Journal of Supply Chain and Operations Resilience, ISSN 2052-8698, Vol. 2, no 2, p. 114-143Article in journal (Refereed) Published
Abstract [en]

Few studies have examined the innovation capability perspective in the context of supply chain, and in particular toward achieving supply chain agility. The purpose of this study was to deepened our understanding of how a focal firm, in conjunction with customers, suppliers, and other supply chain members build innovation capability, leading to supply chain agility. Using qualitative case study approach, this paper explores how focal firms together with supply chain members build innovation capability, leading to supply chain agility. The study reveals that supply chain members play a critical role in influencing how a focal firms build their innovation capability to swiftly respond to increasing change in customers existing and potential need through agile supply chains. Drawing inspiration from theories of Resource-Based View of the firm and Dynamic Capability, this study contributes to growing streams of literature on innovation capability by explaining how supply chains build innovation capability, leading to supply chain agility. Building innovation capability in conjunction with supply chain members is crucial for achieving supply chain agility (e.g improved customer service, new product introduction, product customisation and international delivery capacity). Copyright © 2016 Inderscience Enterprises Ltd.

Place, publisher, year, edition, pages
Olney, Bucks: InderScience Publishers, 2016
Keywords
supply chain agility, learning, innovation capability, collaboration, cloud computing, trust, agile supply chains, resource-based view, RBV, customer service, new product introduction, NPI, product customisation, international delivery capacity
National Category
Economics and Business
Identifiers
urn:nbn:se:hh:diva-31288 (URN)10.1504/IJSCOR.2016.078181 (DOI)
Available from: 2016-06-20 Created: 2016-06-20 Last updated: 2018-03-22Bibliographically approved
Andersson, S., Awuah, G. & Wictor, I. (2016). Analyzing Capabilities which Born Global Firms Develop and Implement for their International Growth. In: : . Paper presented at 20th McGill International Entrepreneurship Conference at Department of Management, Hanken School of Economics, Vaasa, Finland, August 23-25, 2016.
Open this publication in new window or tab >>Analyzing Capabilities which Born Global Firms Develop and Implement for their International Growth
2016 (English)Conference paper, Published paper (Refereed)
Abstract [en]

The aim of this paper is to investigate how born global firms co-operate with local and international network actors to provide innovations for international growth, Consequently, born globals’ use of their own innovation capabilities, stemming from firm-specific advantages, and their access to complementary resources and activities of their network partners, termed here as network capabilities, are analyzed to aid our understanding of the provision of innovative solutions that lead to firms’ international growth. The paper opted for an exploratory study, using a qualitative case study approach of five born global companies. Focus groups, work-shops and interviews with the entrepreneur-CEOs in the companies are used to gain deep insight into innovation and internationalization processes that underlie the case companies’ international growth. The study shows that the entrepreneur-CEOs’ networking and innovation capabilities, have been crucial for the born global firms international growth. A high responsiveness to changes in the environment and incremental rather than radical innovation characterize the firms’ growth. A fruitful relationship between the Born Globals and other actors is crucial for them to be able to get access to resources, which can complement their own to create innovative solutions that will lead to growth. 

Keywords
Born Global, innovation, internationalization, growth, innovation capabilities, network capabilities
National Category
Business Administration
Identifiers
urn:nbn:se:hh:diva-31877 (URN)
External cooperation:
Conference
20th McGill International Entrepreneurship Conference at Department of Management, Hanken School of Economics, Vaasa, Finland, August 23-25, 2016
Available from: 2016-08-28 Created: 2016-08-28 Last updated: 2020-03-20Bibliographically approved
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ORCID iD: ORCID iD iconorcid.org/0000-0002-0554-9591

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