de Chernatony, Leslie; Halliburton, Chris; Bernath, Ratna - In: International Marketing Review 12 (1995) 2, pp. 9-21
Differing views prevail about whether to standardize or adapt international brands. Postulates that the international brand decision should be based on standardizing the brand′s core essence across countries and assessing the extent to which its execution requires local adaptation. To...