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How Global Brands Compete
Journal article

How Global Brands Compete

Harvard business review, Vol.82(9), pp.68-75
2004
PMID: 15449856

Abstract

Names Developed Countries Internationality Economic Competition Commerce Developing Countries Marketing Product Line Management Business & Economics Social Sciences Management Business Commerce - economics Developing Countries - economics Commerce - trends Developed Countries - economics Economic Competition - trends Marketing - methods International business enterprises Marketing management Multinational corporations Brand loyalty Brand identification Globalization Strategic planning Research Market positioning Health administration
When a brand is marketed around the world, that fact alone gives it an aura of excellence-and a set of obligations. To maximize the value of global reach, companies must manage both.

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1 Record Views
352 Times Cited - Web of Science

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Collaboration types
Domestic collaboration
International collaboration
Citation topics
6 Social Sciences
6.3 Management
6.3.65 Customer Satisfaction
Web Of Science research areas
Business
Management
ESI research areas
Economics & Business

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