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Research papers

Local jewels and global heroes

This presentation explores globalisation from a marketing and particularly brand management perspective.The Fusion Model distinguishes three different types of brands according to their heritage and link to local or regional cultures and history:...

Catalogue: Congress 2007: Excellence
Authors: Yijun Ma, David Lee, Ute Rademacher
Company: Ipsos MRBI
September 19, 2007
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Citation

Ma, Lee and Rademacher (2007a, September 19). Local jewels and global heroes. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/local-jewels-and-global-heroes