| Author: | Craig, C.S. Douglas, S.P. |
| Title: | Building global brands in the 21st century |
| Journal: | Japan and the World Economy
2000 : AUG, VOL. 12:3, p. 273-283 |
| Index terms: | Brands Globalization Marketing |
| Language: | eng |
| Abstract: | The article deals with global brands. For a firm to prosper in the 21st century, it must not only compete effectively, but it must devise a strategy enabling it to respond to rapid changes and dramatic events shaping the global landscape. Dealt with are drivers toward globalization, role of brands, global brands, drivers of global branding strategy, market dynamics, and product market structure. |
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