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Keywords: Localization
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Journal Articles
International Journal of Entrepreneurial Behavior & Research (2004) 10 (3): 192–205.
Published: 01 June 2004
...Ali Yakhlef; Francine Maubourguet The paper discusses networking through brand affiliation/endorsement as an increasing mode of internationalisation. Brand affiliation or brand endorsement involves a form of franchising, whereby local services take on a global reach. Whereas conventional theories...
