Brand Localization versus Globalization: A Comparative Analysis of Adaptation Strategies in Diverse Markets
<p>This study examines the strategic tension between brand localization and globalization in contemporary international marketing. As firms expand beyond their home markets, they must balance the imperative of a cohesive global brand with the equally critical need to adapt to often fragmented consum...
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| Formato: | Capítulo de libro |
| Lenguaje: | inglés |
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IntechOpen
2025
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| Materias: | |
| Acceso en línea: | https://www.intechopen.com/chapters/1236927 |
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