The process of global brand strategy development and regional implementation

journal contribution

posted on 2012-01-01, 00:00 authored by T Matanda, Mike Ewing

The process of global brand strategy development and regional implementation

History

Journal

International journal of research in marketing

Volume

29

Pagination

5 - 12

Location

Amsterdam, Netherlands

ISSN

0167-8116

Language

eng

Publication classification

C1.1 Refereed article in a scholarly journal

Copyright notice

2012, Elsevier

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Keywords

global brand strategy standardization-adaptation dynamic capabilities Kimberly-Clark extended case method Social Sciences Business Business & Economics INTERNATIONAL MARKETING STRATEGY STANDARDIZATION MODEL

Licence

All Rights Reserved

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