Estratégias de marcas em aquisições internacionais
The aim of this article is to identify the way multinational corporations that operate worldwide construct and manage their brand names when they adopt the acquisitions as a strategy of growth. Two case studies were carried out in Brazilian subsidiaries. Corporations with the strategy of umbrella-li...
| Main Authors: | , |
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| Format: | Article |
| Language: | Portuguese |
| Published: |
Universidade Federal de Santa Catarina
2004-01-01
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| Series: | Revista de Ciências da Administração : RCA |
| Subjects: | |
| Online Access: | https://periodicos.ufsc.br/index.php/adm/article/view/4812 |