Sergio Marchionne, the CEO of Fiat, describes the company as Italian based but not an Italian company.
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Sergio Marchionne, the CEO of Fiat, describes the company as “Italian based but not an Italian company.” In the era of global business, does a company or a brand’s national identity still matter? Why or why not?
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ISBN: 978-1119398332
7th edition
Authors: Masaaki Kotabe, Kristiaan Helsen
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