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【With the same tag:【international marketing】 Found 2 articles】 /Page Order by: Asce Desc

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MARKETING | F270

Consumer Global-Local Identity: A Literature Review Integrating Consumption-and-Culture andCitizenship-and-Community Perspectives

Wu Yi, He Jiaxun

With the ever-increasing trend of deglobalization in recent years, governments and multinationals are facing significant challenges in revitalizing global business growth and constructing ...

First published at: Apr 20, 2023

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doi:10.16538/j.cnki.fem.20220808.301

Foreign Economics & Management, Vol. 45, Issue 04, pp. 88 - 103

| F270

Culture Mixing in the Adaptation of Multinational Brands’ Localization: Review and Prospects

Xiong Shasha, Wang Tao, Zhao Peng

In recent years, more and more well-known western multinational brands effort to adopt the host country’s cultural elements in the marketing and product design, such as Starbucks sel...

First published at: Jul 01, 2018

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doi:10.16538/j.cnki.fem.2018.07.009

Foreign Economics & Management, Vol. 40, Issue 07, pp. 113 - 128

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