The corporate branding in international operations
Corporate branding is increasingly gaining relevance in companies’ internationalization; however, few studies directly address the influence and use of corporate branding in processes of internationalization. This study examines these topics and shows the corporate brand as a critical capability in...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Escola Superior de Propaganda e Marketing - ESPM
2017-04-01
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| Series: | Internext: Revista Eletrônica de Negócios Internacionais |
| Subjects: | |
| Online Access: | https://internext.espm.br/internext/article/view/364 |