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| Tekijä: | Raman, A.P. |
| Otsikko: | HBR case study: The global brand face-off |
| Lehti: | Harvard Business Review
2003 : JUN, VOL. 81:6, p. 35-41, 42-44, 46 |
| Asiasana: | Marketing Strategy Brands Communication Companies Case studies USA |
| Kieli: | eng |
| Tiivistelmä: | The article presents a fictional case study on Espoir Cosmetics' decision on its new global branding initiative. To help Espoir decide whether to take its new branding initiative global, five commentators offer expert advice. |
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