Internal brand management in the internationalisation of retail operations

dc.contributor.author	Morgan, Alan	en
dc.date.accessioned	2016-06-21T18:23:50Z
dc.date.available	2016-06-21T18:23:50Z
dc.date.issued	2016
dc.identifier.citation	Morgan, A. (2016). Internal brand management in the internationalisation of retail operations. Presentation, Dublin Business School.	en
dc.identifier.uri	http://hdl.handle.net/10788/2931
dc.description.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.	en
dc.language.iso	en	en
dc.publisher	Dublin Business School	en
dc.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.	en
dc.rights.uri	http://esource.dbs.ie/copyright
dc.subject	Retail trade	en
dc.subject	Management	en
dc.title	Internal brand management in the internationalisation of retail operations	en
dc.type	Presentation	en
dc.rights.holder	Copyright: The author	en