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Keywords: Brand strength
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Journal Articles
Benchmarking: An International Journal (2020) 27 (2): 708–731.
Published: 15 October 2019
... progress in benchmarking. The purpose of this paper is to examine the impact of brand strength on global branding by developing a conceptual benchmarking framework for Indian IT organizations. Design/methodology/approach Semi-structured in-depth interviews are conducted with thirty middle-level...
