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How global are global brands ?

keyword : global brands
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https://hal-hec.archives-ouvertes.fr/hal-00793990
Contributor : Antoine Haldemann <>
Submitted on : Sunday, February 24, 2013 - 4:25:55 PM
Last modification on : Sunday, February 24, 2013 - 4:26:36 PM

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  • HAL Id : hal-00793990, version 1

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Jean-Noël Kapferer. How global are global brands ?. Conférence ESOMAR: The challenge of branding today and in the future, 1992, Bruxelles, Belgium. pp.199-215. ⟨hal-00793990⟩

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