The Europeanization of Brands: Beyond the Local/Global Dichotomy

Jean-Noël Kapferer

Book Sections Year : 1995

The Europeanization of Brands: Beyond the Local/Global Dichotomy

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1

Jean-Noël Kapferer

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HEC Paris - Recherche - Hors Laboratoire

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Europeanization Brands Local/Global Dichotomy

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Humanities and Social Sciences Business administration

Antoine Haldemann : Connect in order to contact the contributor

https://hal-hec.archives-ouvertes.fr/hal-00789276

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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hal-00789276 , version 1 (17-02-2013)

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HAL Id : hal-00789276 , version 1

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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⟩

The Europeanization of Brands: Beyond the Local/Global Dichotomy

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