Beard, E., Dienes, Z., Muirhead, C
First, it uses prosumption, coined by Alvin Toffler in 1980 and adopted by others, which involves understanding the complex relationship between consumption and production.Footnote 13 Shechter also used this to show how producers (BAT, via Eastern) and consumers (Egyptians) interacted in markets.Footnote 14 Similarly, this study will show how BAT, via Ardath (and later through its merger with Dianellos & Vergopoulos), did something similar in Cyprus, though BAT-Ardath built a new factory in 1951, thus exhibiting backward integration
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