Question
Globalization is possible when the brand is totally built into a cultural stereotype. Discuss this statement in terms of how brand owners develop international brands.
"Globalization is possible when the brand is totally built into a cultural stereotype." Discuss this statement in terms of how brand owners develop international brands.
How do globalized markets influence brand owners' decision to develop standardized or customized/adapted brands for international markets? Illustrate your answer using either the Hermes or Hilton brands.
d Hilton HOTELS & RESORTS HERMES PARIS
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Step: 1
The statement Globalization is possible when the brand is totally built into a cultural stereotype suggests that successful globalization of a brand relies on its alignment with prevailing cultural no...
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Understanding Cross Cultural Management
Authors: Marie Joelle Browaeys, Roger Price
3rd Edition
1292015896, 978-1292015897
