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Research Details

Global Brand Management: Best Practices and Learnings from Efforts to Build the Business "Over There"

Abstract

This technical note discusses learnings from organizations facing the challenges of managing brands across global geography. It talks about best practices for balancing the competing needs for local relevance and global consistency and scales.

Type

Case

Author(s)

Julie Hennessy, Eric Leininger, Evan Meagher

Date Published

07/14/2016

Citations

Hennessy, Julie, Eric Leininger, and Evan Meagher. Global Brand Management: Best Practices and Learnings from Efforts to Build the Business "Over There". Case 7-411-750 (KEL696).

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