Localisation of a Global Brand: The Case Study of a Life Insurance Company in India

Localisation of a Global Brand: The Case Study of a Life Insurance Company in India

Due to the increasing globalization and homogenization of consumers' preferences in the world, global branding has become more widespread. Further globalization has opened up many choices for the consumer, with global brands being found in almost all locations around the world. The consumer is...

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Bibliographic Details
Main Author: Swarup, Nisheeta
Format: Dissertation (University of Nottingham only)
Language:English
Published: 2007
Online Access:https://eprints.nottingham.ac.uk/21047/

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