Abstract
The objective of this study is to analyze the internationalization process and the branding practices of global multinational company (MNs) that has operations in the luxury goods field, specifically those with origins in developing countries like Brasil. Branding is understood to mean the process by which an organization constantly questions itself with regards to its identity, so that it can develop in a competitive and innovative manner. Branding can also be defined, according to Schultz (2005), as the relation between the origin of the organization and the daily practices of its members (culture in organization); where top management wants to go (strategic vision); how the organization is seen by its stakeholders (image); all aligned with the way in which the functional body perceives the organization to be (identity).
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© 2015 Academy of Marketing Science
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Albino, J.C., de Pádua Carrieri, A., Almeida, A.L.C., Guimarães, F.J., Gomes, B.M.M., de Oliveira, A.R. (2015). H. Stern: Becoming an International Luxury Brand. In: Sharma, D. (eds) Cultural Perspectives in a Global Marketplace. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-18696-2_27
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DOI: https://doi.org/10.1007/978-3-319-18696-2_27
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-18695-5
Online ISBN: 978-3-319-18696-2
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