TITLE

Spanning the Globe

AUTHOR(S)
Dimofte, Claudiu V.; Johansson, Johny K.; Ronkainen, Ilkka A.
PUB. DATE
September 2008
SOURCE
Marketing Management;Sep/Oct2008, Vol. 17 Issue 5, p40
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
With anti-global consumers making up about 10% of the marketplace and growing, they cannot be ignored by global brand managers. But anti-globals are an elusive target--openly denigrating global brands, but still occasionally buying them. Short of changing their negative mindsets, the logical strategy is to combine the safe convenience of strong brands with the aspirational element that even anti-globals find in global brands.
ACCESSION #
35806951

 

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