Addressing the complexities of managing domestic and multinational corporate brands
Volume: 20, Issue: 1, Pages: 48 - 62
Published: Feb 2, 2015
Abstract
Purpose – The purpose of this paper is to focus on the differences between managing domestic corporate brands (DCBs) and multinational corporate brands (MCBs), and presents a framework highlighting six types of complexity associated with managing both forms of corporate brands in an international business context. Design/methodology/approach – This paper proposes a framework addressing six types of complexity involved in managing DCBs and MCBs...
Paper Details
Title
Addressing the complexities of managing domestic and multinational corporate brands
Published Date
Feb 2, 2015
Volume
20
Issue
1
Pages
48 - 62
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