How Global Brands Compete - With antiglobalization and anti-American sentiments rising, transnational firms are ducking for cover. But they shouldn't be. They should be courting consumers by focusing on quality, social responsibility, and the myths their brands weave.
| Year of publication: |
2004
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|---|---|
| Authors: | Holt, Douglas B. ; Quelch, John A. ; Taylor, Earl L. |
| Published in: |
Harvard business review : HBR. - Boston, Mass : Harvard Business School Publ. Corp, ISSN 0017-8012, ZDB-ID 23826. - 2004, p. 68-75
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