Standardisation: Is it possible to capitalise on economies of scale and scope and standardise advertising across markets, without alienating consumers and eroding brand equity?
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
The objective of this thesis has been to answer the following; Is it possible for a multinational corporation to capitalise on economies of scale and scope and standardise its advertising message across national markets, without alientating consumers and consequently eroding brand equity?
Place, publisher, year, edition, pages
IdentifiersURN: urn:nbn:se:su:diva-2407OAI: oai:DiVA.org:su-2407DiVA: diva2:191390