International Branding

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International Branding

Inspired by the reluctance of SME of invest in brand in internationalization plan, the author aims at finding the driving factors of an international brand. In spite of the traditional approach considering competitive advantages and market competition theory, the author looks at the managerial facto...

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Bibliographic Details
Main Author:	Hsieh, Heng Hui, Berry
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2009
Online Access:	https://eprints.nottingham.ac.uk/22899/

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