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...
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.
