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Amitava Chattopadhyay
Professor of Marketing
Journal Article
Ozsomer A., Batra R., Chattopadhyay A., Hofstede F. t. (2012). A Global Brand Management Roadmap International Journal of Research in Marketing, 29(1), pp. 1-4.
The globalization of markets has put global brands (GBs) on the center stage. The evidence is everywhere: on the streets, in stores, in homes, in the media. Global brands are exerting their power and influence within various economic, cultural, and psychological domains.