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How Global Brands Compete (Spanish version)
Holt, Douglas B.; Quelch, John A.; Taylor, Earl L.Article HBS-R0409DMarketingIt's time to rethink global branding. More than two decades ago, Harvard Business School professor Theodore Levitt argued that corporations should grow by selling standardized products all over the world. But consumers in most countries had trouble relating to generic products, so executives instead strove for global scale on backstage activities such as production while customizing product features and selling techniques to local tastes. Such "g...Starting at €8.20