How can local brands survive in a global world?

John Fanning

It is exactly twenty years since the publication of Professor Ted Levitt’s, Harvard Business Review paper on the globalisation of markets.

How Can Local Brands Survive In A Global World?

John Fanning McConnells

Introduction
 
Globalisation An Overview

The issue of globalisation has been the subject of intense debate in the recent past, a debate that has generated more heat than light. Even the word 'globalization' itself has many different meanings for different people in different contexts and is too often used indiscriminately. It...

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