Townsend, Janell D; Yeniyurt, Sengun; Talay, Mehmet Berk - In: Journal of International Business Studies 40 (2009) 4, pp. 539-558
The globalization of brands is an evolutionary process that is determined by environmental and firm-level factors, including a brand's position in the firm's global brand architecture. A framework is developed incorporating aspects of environmental uncertainty, mimetic behavior, and experiential...