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Keywords: International branding
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Journal Articles
An international branding strategy based on a case study of a Taiwanese firm
Available to Purchase
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2011) 29 (6): 611–623.
Published: 20 September 2011
...Michael Harker; Hsiu Ying Huang; Ming Huei Hsieh Purpose The purpose of this study is to explore and conceptualize the process of how an emerging‐market firm develops a successful international brand. Design/methodology/approach A qualitative case study approach was employed in this study. Two...
