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About the Author | |
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Preface | |
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Acknowledgments | |
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Change in the Food Industry | |
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A Time of Change | |
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Societal Change | |
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Market Change | |
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Commoditization | |
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Adapting To Change | |
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Storm Clouds on the Horizon | |
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The Perfect Storm | |
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Breaking Into the Clear Blue | |
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Key Points | |
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Innovation | |
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Innovation Success and Failure | |
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Frito-Lay Baked! Lay's | |
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Orbitz: A Failure in Innovation | |
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Voice of the Consumer | |
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The P&G Success Story | |
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Innovation in The Face of Consumer Change | |
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Lessons from the 2008-2009 Recession | |
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Human Nature | |
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Behavioral Insight | |
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The Innovation Revolution | |
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Behavior-Driven Innovation | |
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Raising the Bar | |
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An Evolving Path Forward | |
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Key Points | |
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The Innovation Team | |
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Innovating as an Act of Collaboration | |
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The Innovation Team | |
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Team Members | |
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Working Together as a Team | |
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The Sensory Research Function | |
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The Marketing Research Function | |
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Managing the Innovation Function | |
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The Innovator Function | |
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How Do Innovation Teams Learn? | |
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The Data Revolution | |
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Integrated Design | |
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Integration | |
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Telling the Story | |
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Inspiration | |
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Decision Making | |
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The Behavior-Driven Innovation Process | |
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The Eight Phases of Innovation Learning | |
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Within-Phase Learning Iterations | |
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Key Points | |
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The Science of Emotions | |
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The Key to Data Integration | |
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Frameworks | |
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The Science of Behavior | |
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Recent Scientific Advances | |
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The Psychology and Theory of Emotions | |
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Emotion Theory | |
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Topology of Product Emotions: Discrete Emotions and Eliciting Conditions | |
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The Psychology of Emotions: Theory of Action Readiness (Frijda, Desmet) | |
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Appraisal Frameworks | |
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The Four Dimensions of Experience | |
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The Emotions Insight Wheel | |
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Applying Appraisal Frameworks | |
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Appraisal Models | |
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Dynamic Models | |
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Key Points | |
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Emotions Research | |
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Cutting Through the Clutter | |
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Consumer Behaviors | |
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Sensing Behavior | |
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Seeking Behavior | |
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Selecting Behavior | |
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Sharing Behavior | |
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Emotions Research Information | |
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Behavior Pyramid™ | |
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Shelf-Life of Information | |
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The Silver Bullet | |
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Accelerating Learning | |
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Holistic Product Development | |
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Adaptive Learning | |
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Research Efficiency | |
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Behavior-Driven Research | |
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Key Points | |
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Strategy Development | |
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Brands | |
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The Four Phases of Innovation Strategy Development | |
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Business Strategy | |
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Deciding Where to Play and Where Not to Play | |
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Monitoring Consumer Change | |
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Deciding How to Play | |
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Brand Strategy | |
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Destinations | |
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Brand Coals | |
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Brand KPIs | |
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Developing Your Brand Strategy | |
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Brand Portfolio Strategy | |
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Innovation Strategy | |
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Types of Innovation | |
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Behavior-Driven Innovation Strategy | |
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Key Points | |
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Discovery | |
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The "Focused Front End" | |
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Discovery - the Front End of Innovation and Development | |
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Product Development Cycle | |
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Discovery Coals | |
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New Consumers | |
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New Contexts for Use | |
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New Habits | |
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Discovery Iterations | |
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Opportunity Landscape | |
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Knowledge Mapping | |
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Activity-Based Research | |
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Social Dialogue Research | |
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Opportunity Development | |
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Theme Building | |
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Theme Scorecards | |
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Opportunity Refinement and Validation | |
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Opportunity Refinement | |
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Opportunity Validation | |
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Accelerating the Behavior-Driven Innovation Process | |
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Key Points | |
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Define | |
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Concept Design | |
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Concept Appraisal | |
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Maslow's Hierarchy | |
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Hierarchy of Anticipation Emotional Impact | |
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Disrupting and Reinforcing Habits | |
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Research 2.0 | |
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Define Coals | |
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Guardrails | |
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The Define Process | |
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The Concept Landscape | |
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Free Association Profiling | |
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Concept Development | |
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Who Generates the Ideas? | |
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Co-Creation | |
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Filtering Ideas | |
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TURF - Picking the Best Combination | |
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Concept Refinement | |
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Highlighter and "Mouse-Over" Techniques | |
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Eye-Tracking | |
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Neural Measurement | |
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Choice-Based Conjoint Techniques | |
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Protocepts | |
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Concept Validation | |
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Price Sensitivity to Concept Elements | |
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Validating Disruptive Potential | |
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Key Points | |
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Design | |
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Translation | |
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Product Design Coals | |
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Guardrails | |
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Approaches to Design | |
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Interaction Design | |
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Design Methods | |
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Stages of Product Design | |
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Product Design Landscapes | |
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Landscape Granularity | |
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The Language of Consumption or Use | |
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Free Association Profiling | |
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Developing the Package Design | |
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Early Stage Package Design | |
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Later Stage Package Design | |
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Developing the Package Food Design | |
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The Research Chef | |
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Early Stage Packaged Food Design | |
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Later Stage Design Iterations | |
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Design Validation | |
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Key Points | |
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Development | |
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Holistic Product Development | |
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Development Coals | |
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Guardrails | |
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Experience Requirements | |
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Commercial Requirements | |
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Approaches To Development | |
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Quality Functional Deployment (QFD) | |
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Development Impact on Consumer Behavior | |
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Sensory Hurdles | |
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The "Gold Standard" as an Experience Target | |
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Consumer Tolerances | |
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Sensory Research | |
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Product Guidance Methods | |
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Consumer Response Measures | |
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Product Optimization Iterations | |
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Product Landscapes | |
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Optimizing the Gold Standard | |
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Holistic Refinement | |
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Development Validation | |
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Key Points | |
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The Innovation Company | |
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Innovation Leadership | |
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The New Marketing Mix | |
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Learning from Experience | |
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Behavioral-Based Tracking | |
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Decision Metrics | |
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Leading Through a Behavior-Driven Focus | |
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Hitting the Home Run | |
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Shifting the Innovation Paradigm | |
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Key Points | |
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Appendix 1 | |
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Appendix 2 | |
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Index | |