TY  - JOUR
AB  - Companies that want to create truly global brands must first take three steps: develop a different process for coordinating brand development, revise consumer research methodology, and clearly define the relationship between the center and the regions. Using a different approach to understanding consumers goes a long way toward facilitating agreement across markets and alignment of the brand against common consumer segments.
VL  - 25
IS  - 1
SN  - 0275-6668
DO  - 10.1108/02756660410515967
UR  - https://doi.org/10.1108/02756660410515967
AU  - Barron Jennifer
AU  - Hollingshead Jim
PY  - 2004
Y1  - 2004/01/01
TI  - Brand globally, market locally
T2  - Journal of Business Strategy
PB  - Emerald Group Publishing Limited
SP  - 9
EP  - 14
Y2  - 2024/09/21
ER  -