Brand positioning based on the brand’s country of origin is at the centre of attention in international marketing. It is evident that global brands constitute critical intangible assets for businesses and places. However, it is not clear how they contribute to national economies. This paper aims to discuss the significance of brands as contributing to the value of their companies but also helping to leverage national economies. Although global brands can be produced and purchased in multiple countries, their influence on the economy of the country where their owner’s seat is located can be more meaningful than in other economies included in the “global factory”.
|Titolo:||Do global brands contribute to the economy of their country of origin? A dynamic spatial approach|
|Data di pubblicazione:||2018|
|Appare nelle tipologie:||01.01 Articolo in Rivista|