The process of global brand strategy development and regional implementation

International Journal of Research in Marketing

Volumn 29, Issue 1, 2012, Pages 5-12

  Matanda, Tandadzo ^a   Ewing, Michael T ^a  

^a MONASH UNIVERSITY   (Australia)

Author keywords

Dynamic capabilities; Extended case method; Global brand strategy; Kimberly Clark; Standardization adaptation

Indexed keywords

EID: 84858791977     PISSN: 01678116     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.ijresmar.2011.11.002     Document Type: Article

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