The Europeanization of Brands: Beyond the Local/Global Dichotomy

Jean-Noël Kapferer
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Jean-Noël Kapferer: HEC Paris - Recherche - Hors Laboratoire - HEC Paris - Ecole des Hautes Etudes Commerciales

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Keywords: Europeanization; Brands; Local/Global Dichotomy (search for similar items in EconPapers)
Date: 1995
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Published in S. Crainer (Ed.). Handbook of Management, The Financial Times - FT Pitman Publishing, pp.598-614, 1995

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00789276

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