With the globalization of markets, attention to international branding strategies becomes an increasingly important issue. Firms must decide on the appropriate balance of global, regional and local brands, as well as who should have custody of these brands and their positioning in international markets.
CITATION STYLE
Douglas, S. P., & Craig, C. S. (2015). Developing and Managing an International Brand Portfolio. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (p. 372). Springer Nature. https://doi.org/10.1007/978-3-319-17356-6_113
Mendeley helps you to discover research relevant for your work.