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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