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Keywords: Emerging countries
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Journal Articles
Journal Articles
Journal Articles
Critical Perspectives on International Business (2015) 11 (1): 54–71.
Published: 02 March 2015
...Claude Chailan; Francis Ille Purpose – This paper aims to clarify the challenge of emerging countries’ firms regarding their brand policy. The purpose of the paper is to examine the branding options offered to emerging countries companies when expanding internationally. Design/methodology...

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