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A global company adapts a dual extension strategy based on an assumption that every market is alike.
Descent Group
A descent group is a social group whose members talk about common ancestry through either matrilineal or patrilineal lines, serving as a fundamental unit in the organization of societies.
Matrilineal Descent
A system of lineage in which the family lineage is traced through the mother's line.
Mother's Brother
In many cultures, the mother's brother holds a special status or role, often distinct from that of the father, reflecting particular kinship systems or social norms.
Descent Groups
Social groups whose membership is based on lineage or ancestry, tracing relationships through either maternal or paternal lines.
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