Johansson, Johny K.; Leigh, Laurence - In: Multinational Business Review 19 (2011) 3, pp. 272-289
, Russia, India, and China (BRIC), and the study examines penetration in three product categories: beer, hair care, and …/implications – Globalization does not mean the success of global brands as much as success of global firms. In the end, the penetration of local …