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When is brand orientation a useful strategic posture?

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Strategic value of technology and brand equity for multinational firms

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Can knockoffs knock out your business?

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Cultural influences on global firms' decisions to cut the strategic brand ties that bind : a commentary essay

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Corporate Brand Management international tätiger Unternehmen : verhaltenswissenschaftliche Analyse interner und externer Zielgruppeneffekte unter Berücksichtigung landeskultureller...

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International Strategic Management of Brands and Online Firms : Essays on Perceived Brand Globalness, Endorsed Branding, and E-Commerce Firms' Internationalization

Sinning, Carolina - 2022

Introduction -- Literature Review and Research Gaps -- Structure and Contribution of the Studies -- Further Remarks -- Introduction -- Conceptual Framework -- Hypothesis Development -- Empirical Study -- Discussion and Implications -- Limitations and Further Research -- Introduction --...

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