TY  - JOUR
AB  - Explores the demand and supply side factors likely to affect
international branding strategies with particular emphasis on the
European market. The study of the European confectionery industry
highlights some of the major factors and issues in the debate regarding
the development of the standard European brand and concludes that
strategic variety is likely to be the accepted feature of the branding
strategies of the different players based on varying degrees of
standardization and adaptation of the various elements.
VL  - 12
IS  - 2
SN  - 0265-1335
DO  - 10.1108/02651339510089774
UR  - https://doi.org/10.1108/02651339510089774
AU  - Littler Dale
AU  - Schlieper Katrin
PY  - 1995
Y1  - 1995/01/01
TI  - The development of the Eurobrand
T2  - International Marketing Review
PB  - MCB UP Ltd
SP  - 22
EP  - 37
Y2  - 2024/09/19
ER  -