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Keywords: Brand management
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Journal Articles
Grupo Britt N.V.: should it seek to expand business in the USA?
Available to Purchase
Academia Revista Latinoamericana de Administracion (2013) 26 (3): 373–394.
Published: 18 November 2013
... or marketing, or brand management Given the difficult retail experience in the USA and the need to grow, early in 2000 Grupo Britt made the strategic decision to expand in Latin America, first targeting tourists, and then the local population. The decision was triggered by an opportunity created in 2001...
