Cultural influences on global firms' decisions to cut the strategic brand ties that bind : a commentary essay
Catherine A. Roster
| Year of publication: |
2014
|
|---|---|
| Authors: | Roster, Catherine A. |
| Other Persons: | Melnyk, Valentyna (reviewed) ; Giarratana, Marco (reviewed) ; Torres, Anna (reviewed) |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 67.2014, 4, p. 486-488
|
| Subject: | Trademarks | Culture | Brand strategy | Brand management | Cross-cultural | Managerial styles | Intangible assets | Markenführung | Multinationales Unternehmen | Transnational corporation | Immaterielle Werte | Kulturelle Identität | Cultural identity | Interkulturelles Management | Cross-cultural management | Markenartikel | Brand | Strategisches Management | Strategic management | Unternehmenskultur | Corporate culture |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010362096