The global brand at a crossroads

This article is based on Research International's 2002 R10 study of global brands which was carried out in 41 countries and 52 cities.

The Global Brand At A Crossroads

Malcolm BakerandGreet SterenbergResearch International Qualitatif

The start of the debate on globalisation can be traced to Theodore Levitt's paper 'The globalisation of markets' (1), published 20 years ago. In...