"Home base" and the brand globalization strategies of emerging market multinationals
Xiaohua Lin; Carlyle Farrell
| Year of publication: |
2014
|
|---|---|
| Authors: | Lin, Xiaohua ; Farrell, Carlyle A. |
| Published in: |
Brand management in emerging markets : theories and practice. - Hershey, Pa. : Business Science Reference, ISBN 978-1-4666-6242-1. - 2014, p. 36-50
|
| Subject: | Markenführung | Brand management | Internationales Marketing | International marketing | Multinationales Unternehmen | Transnational corporation | Herkunftsbezeichnung | Designation of origin | Wettbewerbsvorteil | Competitive advantage | Entwicklungsländer | Developing countries |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz im Buch ; Book section |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010417752