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The Lure of Global Branding | [David A. Aacker, Erich Joachimsthaler]
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The Lure of Global Branding

  • by David A. Aacker , Erich Joachimsthaler

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  • LENGTH
    35 mins
  • RELEASE DATE
    01-08-00
  • AUDIO FORMATS
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Publisher's Summary

Brand builders everywhere think they want global brands. But global brand leadership, not global brands, should be the priority says "The Lure of Global Branding." This article from Harvard Business Review explains the four principles successful companies follow to meet that goal.

Want to sharpen your leadership skills with previous editions of the Harvard Management Update? You can find past issues from 1997 to the present by clicking on matching edition under periodicals.

©1999 by the President and Fellows of Harvard College, All Rights Reserved; (P)1999 Audible Inc.

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