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Research papers

A borderless brand

This paper explores and discusses issues relating to translating values of an international Western brand to India, a market with a completelydifferent cultural, social, historical and economic contexts.

Catalogue: ESOMAR Worldwide Qualitative Conference 2001: The Business Value Of Emotional Intelligence
Authors: Poonam V. Kumar, Malini Pani, Richa Puranesh
October 28, 2001
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Citation

Kumar, Pani and Puranesh (2001a, October 28). A borderless brand . ANA - ESOMAR. Retrieved June 18, 2024, from


https://ana.esomar.org/documents/a-borderless-brand-