Internal brand management in the internationalisation of retail operations

dc.contributor.authorMorgan, Alanen
dc.date.accessioned2016-06-21T18:23:50Z
dc.date.available2016-06-21T18:23:50Z
dc.date.issued2016
dc.description.abstractThis 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.identifier.citationMorgan, A. (2016). Internal brand management in the internationalisation of retail operations. Presentation, Dublin Business School.en
dc.identifier.urihttp://hdl.handle.net/10788/2931
dc.language.isoenen
dc.publisherDublin Business Schoolen
dc.rightsItems 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.holderCopyright: The authoren
dc.rights.urihttp://esource.dbs.ie/copyright
dc.subjectRetail tradeen
dc.subjectManagementen
dc.titleInternal brand management in the internationalisation of retail operationsen
dc.typePresentationen
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