Managing global and local brands in a world of uncertainty

Nanyang Technological University’s Boon C Lim and Sharon Ng discuss what can be done by global and local brands to maintain a preference for their brands in an era of uncertainty.

Nothing is certain in life but death and taxes. Even though uncertainty has always been part of life, uncertainty for many people has been heightened for many reasons.

Uncertainty has ensnared the world in the past year due to COVID-19. The pandemic has...