Discussion and outlook
This final chapter provides a review and an outlook of the present study. I critically analyze the obtained empirical results of the MSM experiment in section 6.1. Building on this, the following two sections describe the contribution of the present study to current marketing research in section 6.2 as well as the relevance of MSM for managerial practice in section 6.3. Concluding this chapter, section 6.4 describes limitations of the present study and determines potential areas for further research on MSM.
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