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Keywords: National identity
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Journal Articles
Journal:
Journal of Business Strategy
Journal of Business Strategy (2014) 35 (4): 3–10.
Published: 15 July 2014
... significant financial resources to customise its marketing communication strategy. For example, several of the ads developed for the USA market were banned and the company struggled to find the right balance between expressing its national identity and adapting to local customer values. The second...
