Abstract
The rapid growth of Asia and Latin America as large consumer bases in the last decade has given rise to a broader variety of brands that multinational firms have brought to foreign markets. Some of these brands are global and are commonly found across different national markets. Others are local and unique to a particular country or region. The existence and operation of global and local brands has been well established in international marketing and business literature (Van Gelder 2004; Yu 2004) although the exact definitions of these respective terms are broad.
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© 2015 Academy of Marketing Science
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Ketkar, S., Podoshen, J.S. (2015). New Thoughts on Brand Disposal Strategies of Multinational Firms. In: Robinson, Jr., L. (eds) Proceedings of the 2009 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10864-3_28
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DOI: https://doi.org/10.1007/978-3-319-10864-3_28
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Publisher Name: Springer, Cham
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Online ISBN: 978-3-319-10864-3
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