Brand management in mergers and acquisitions: Emerging market multinationals venturing into advanced economies
Purpose: The purpose of this paper is to focus on emerging market companies that internationalize into advanced economies by means of acquisitions and to investigate brand management during post-acquisition integration from a multi-level perspective and to identify how a brand management strategy ca...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Emerald Group Holdings Ltd.
2018
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| Subjects: | |
| Online Access: | View Fulltext in Publisher |