Local jewels and global heroes: the fusion model of global brand management

Ute Rademacher, David Lee and Yijun Ma

This paper explores globalisation from a marketing - and particularly brand management - perspective.

Local jewels and global heroes: the fusion model of global brand management

Ute RademacherIpsos Qualitative Germany, Germany

David Lee and Yijun MaIpsos China, China

PREFACE

This paper aims to explore globalisation from a marketing – and particularly...

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