International branding: resolving the global-local dilema

Greet Sterenberg and Malcolm Baker

Discusses the present state of globalisation: where are we now between Theodore Levitt's prediction and the backlash against global brands forecast by Naomi Klein's article is based on a new study (the 2002 Research International Observer (RIO) study on global brands) among over 1500 consumers in 41 countries.

Managing across markets
Global

International branding: resolving the globallocal dilema

Malcolm BakerResearch International Qualitatif andGreet SterenbergResearch International Qualitatif

'I was 12 years old when I got my favourite pair of shoes: my first Puma sports shoes, in black and...

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