Writing multi-national case studies: three practical hints

This article offers advice on writing case studies involving multi-national campaigns. Three specific hints are given and explained: 1) be explicit about the objective of the campaign; 2) all case studies need empirical substantiation and 3) rewrite, more than once.

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:

  1. Brands from local companies that are sold only locally.

  2. Brands from multi-national companies that are sold only locally.

  3. Multi-national brands from multi-national companies that are sold in many countries, and are supported by locally generated...

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