A brand built on sand: Is acquiring a local brand in an emerging market an ill-advised strategy for foreign companies?
Crossref DOI link: https://doi.org/10.1007/s11747-015-0452-7
Published Online: 2015-06-16
Published Print: 2016-09
Update policy: https://doi.org/10.1007/springer_crossmark_policy
Heinberg, Martin
Ozkaya, H. Erkan
Taube, Markus
Text and Data Mining valid from 2015-06-16