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The overlapping effect originates from an extension of Mendel's law in genetics, where one of the interactions between non-alleles is called additive effect. It is more applied in studies on overlapping brand niches in marketing today, with relatively few researches on continuous customer value creation characterised by user adhesion and need matching. Based on the need matching and user adhesion that are features of the mobile Internet era, this article proposes a model for continuous customer value creation based on overlapping marke