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Keywords: Global product strategy
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Journal Articles
Branding in China: Global Product Strategy Alternatives
Available to Purchase
Journal:
Multinational Business Review
Multinational Business Review (2009) 17 (4): 123–142.
Published: 11 November 2009
... strategy Dual extension Brand meaning extension Brand feeling extension Dual adaptation VOLUME 17 NUMBER 4 Branding in China: Global Product Strategy Alternatives Ilan Alon, Romie F. Littrell, and Allan K.K. Chan Abstract: This article reviews and discusses issues in the translation...
