Hsieh, Heng Hui, Berry (2009) International Branding. [Dissertation (University of Nottingham only)] (Unpublished)
Inspired by the reluctance of SME of invest in brand in internationalization plan, the author aims at finding the driving factors of an international brand. In spite of the traditional approach considering competitive advantages and market competition theory, the author looks at the managerial factors and industrial environment variables to a useful mind of thoughts of international brand strategy.
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