Title Global brand management : best practices and learnings from efforts to build the business "Over there" / Julie Hennessy, Eric Leininger, and Evan Meagher

Published Evanston, IL : Kellogg School of Management, ©2012

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International Business Online

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Description 1 online resource (11 pages) : illustrations Series International business online (text) Summary This technical note discusses learnings from organizations facing the challenges of managing brands across global geography. It talks about best practices for balancing the competing needs for local relevance and global consistency and scales Notes Title from resource description page (viewed July 24, 2014) HBS number: KEL696 Case number: 7-411-750 Bibliography Includes bibliographical references (page 11) Notes This edition in English Subject Brand name products -- Management -- Case studies Brand name products -- Management. Genre/Form Case studies. Form Electronic book Author Meagher, Evan. Leininger, Eric. Kellogg School of Management.

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