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Keywords: Brand
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Journal Articles
Journal:
Journal of Business Strategy
Journal of Business Strategy (2012) 33 (5): 32–43.
Published: 31 August 2012
...Bernardo Bertoldi; Chiara Giachino; Silvio Marenco Purpose: The increasing importance of branding has been highlighted by many authors and there is a general absence of a clearly defined approach taken by companies to penetrate emerging markets with their brands, especially with reference...
