In 2018, the global ecommerce giant Amazon made another move into the retail market in India; the

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In 2018, the global ecommerce giant Amazon made another move into the retail market in India; the Aditya Birla Group’s retail chain More was acquired by Amazon and a private
equity partner. Referring to Figure 12.4, what might have prompted Amazon to take this approach?

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Global Marketing

ISBN: 9781292304021

10th Global Edition

Authors: Mark C. Green, Warren J. Keegan

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