Writing multi-national case studies: three practical hints
John Philip Jones
This chapter is intended to give what I hope is useful advice to people planning to write multi-national case studies. It provides three specific hints, but I want to start by making some overall points about multi-national campaigns in general.
In any country, large or small, the brands sold can be classified into four groups:
Brands from local companies that are sold only locally.
Brands from multi-national companies that are sold only locally.
Multi-national brands from multi-national companies that are sold in many countries, and are supported by locally generated...