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Keywords: Country branding
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Journal Articles
Journal:
Competitiveness Review
Competitiveness Review (2014) 24 (4): 293–305.
Published: 12 August 2014
... of country destination positioning emerge, each with its own country branding strategy. Findings – Companies from emerging and developing countries can compete on an equal footing with Western companies by changing their country branding strategy. Companies from countries such as China and Costa Rica...
