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4. Charisma and Personality: Does the Messenger Matter?George C. Edwards III
CharismaIntoday'sretailenvironment,retailers'leadershipskillscanmakethedifferencebetweenthesuccessandfailureoftheirretailstores.Despitetheacknowledgmentthatretailers'leadershipskillsandbehaviourareimportant,treatmentofthetopicwithintheretailmarketingandmanagementliteraturesisstillverylimited.Againstthisbackdrop,thispaperaimsto...