The Effectiveness of Using a Global Look in an Asian Market

Adopting a global look has been an important strategy for marketing in multinational and local markets.

The Effectiveness of Using a Global Look in an Asian Market

Chingching ChangNational Chengchi University

Enhancing the global appeal of products is an important strategy for marketing across national boundaries (Steenkamp, Batra, and Alden, 2003). The perceived...

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