The paper investigates how authenticity can be used as driver of internationalization
International expansion based on a locally authentic brand: issues and findings from Italian case studies / Silvia Ranfagni; Andrea Runfola; Daria Sarti. - In: JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS. - ISSN 2155-2843. - ELETTRONICO. - (2018), pp. 124-136.
International expansion based on a locally authentic brand: issues and findings from Italian case studies
Silvia Ranfagni;Andrea Runfola;Daria Sarti
2018
Abstract
The paper investigates how authenticity can be used as driver of internationalization
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