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The Europeanization of Brands: Beyond the Local/Global Dichotomy

Jean-Noël Kapferer 1 
1 HEC Paris - Recherche - Hors Laboratoire
Keywords : Europeanization Brands Local/Global Dichotomy
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https://hal-hec.archives-ouvertes.fr/hal-00789276
Contributor : Antoine Haldemann Connect in order to contact the contributor
Submitted on : Sunday, February 17, 2013 - 8:50:15 PM
Last modification on : Saturday, June 25, 2022 - 10:54:25 AM

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Jean-Noël Kapferer. The Europeanization of Brands: Beyond the Local/Global Dichotomy. S. Crainer (Ed.). Handbook of Management, The Financial Times - FT Pitman Publishing, pp.598-614, 1995. ⟨hal-00789276⟩

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