Cultural influences on global firms' decisions to cut the strategic brand ties that bind : a commentary essay
Year of publication: |
2014
|
---|---|
Authors: | Roster, Catherine A. |
Other Persons: | Melnyk, Valentyna (reviewed) ; Giarratana, Marco (reviewed) ; Torres, Anna (reviewed) |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 67.2014, 4, p. 486-488
|
Subject: | Trademarks | Culture | Brand strategy | Brand management | Cross-cultural | Managerial styles | Intangible assets | Markenführung | Interkulturelles Management | Cross-cultural management | Kulturelle Identität | Cultural identity | Multinationales Unternehmen | Transnational corporation | Immaterielle Werte | Strategisches Management | Strategic management | Markenartikel | Brand | Internationales Marketing | International marketing | Unternehmenskultur | Corporate culture |
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