HBR case study : The Global Brand Face-Off: Espoir cosmetics wants to make a big splash with a new global branding initiative. What should headquarters do when a country manager says his market will never go for it? - Universidad de San Buenaventura

Título Artículo	HBR case study : The Global Brand Face-Off : Espoir cosmetics wants to make a big splash with a new global branding initiative. What should headquarters do when a country manager says his market will never go for it?Artículo de Revista
Parte de	Harvard business review Vol. 81 No. 06 Pagina(s) 35-46
Autor(es)	Raman, Anand P. (Autor)
Publicación	Harvard Business School, Junio 2003
	Inglés;
Materia(s)	Mercadeo; Canales de distribución; Globalización; Negocios - Oportunidades; Estrategia de mercadeo; Estudio de casos;
Nota(s)	CONTENIDO: HBR case commentary: Should espoir take its new branding initiative global?/ Peter M. Thompson ; Jennifer L. Aaker ; Harrish Manwani and Simon Clift