DETERMINANTS OF THE SUCCESS OF GLOBAL AND LOCAL BRANDS IN LATIN AMERICA

The purpose of this paper is to address the issue of the implementation of global and local brands in Latin America by drawing on contingency theory to develop and test hypotheses relating to how product category characteristics affect the success of global and local brands in the region. Hypotheses...

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Bibliographic Details
Main Author: Pablo Farías
Format: Article
Language:English
Published: Fundação Getulio Vargas 2015-08-01
Series:RAE: Revista de Administração de Empresas
Subjects:
Online Access:http://rae.fgv.br/sites/rae.fgv.br/files/determinants_of_the_success_of_global_and_local_brands_in_latin_america_0.pdf