The Glo Index

This paper describes the work that has been carried out in support of a modelling approach aimed at measuring and predicting the potential of marketing an international brand successfully in new markets.

The glo index

An Index that realistically measures the globalisation potential in the Asia Pacific region

Pradipta K. MitraNFO

Introduction

The challenge that all marketing management teams face is to take an accurate decision to launch a brand in a new...