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Keywords: Emerging markets firms
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Journal Articles
Journal:
International Marketing Review
International Marketing Review (2017) 34 (1): 138–158.
Published: 13 February 2017
...Rekha Rao-Nicholson; Zaheer Khan Purpose The recent increase in the presence of emerging market firms (EMFs) in global markets requires a closer examination of their international marketing strategies (including branding). The purpose of this paper is to examine the factors behind...
