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    Internal brand management in the internationalisation of retail operations

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    morgan_a_2dbs-rday_2016.pdf (538.2Kb)
    Author
    Morgan, Alan
    Date
    2016
    URI
    http://hdl.handle.net/10788/2931
    Publisher
    Dublin Business School
    Rights holder
    http://esource.dbs.ie/copyright
    Rights
    Items in Esource are protected by copyright. Previously published items are made available in accordance with the copyright policy of the publisher/copyright holder.
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    Abstract
    This research will investigate and explore internal brand management within a retail internationalisation context. This represents a significant gap in the retail internationalisation literature. According to Burt & Sparks (2002) there is a growing sophistication in international retail markets that the development of the brand internally within the organisation could and possibly should be viewed as a critical requirement for successful retail internationalisation.
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