Found in translation

Date of publication: March 12, 2007

Catalogue: Asia Pacific 2007

Abstract:

This paper outlines the importance of evolving a global brand to be more in tune with the need for Asian markets demand for brand ownership. It is a fascinating case study on how Pizza Hut used the essence of the global Pizza Hut brand and matched it with the cultural triggers of the Korean market using a research design that overcomes cultural boundaries.

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