Question
1.Discuss the concept of globalization vs. customization and the measures taken by the global brand to recognize that offerings and communication should be adapted to
1.Discuss the concept of globalization vs. customization and the measures taken by the global brand to recognize that offerings and communication should be adapted to local preferences and conditions. Support your answer with solid examples and Link to the theories discussed in the course material. (20 marks)
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Management A Practical Introduction
Authors: Angelo Kinicki, Brian Williams
6th Edition
0078029546, 978-0078029547
