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Marcas globales: una breve revisión

Listed author(s):
  • Martín Hernani-Merino


    (Universidad del Pacífico, Lima (Perú))

  • Rossana Montero–Santos


    (Universidad del Pacífico, Lima (Perú))

Registered author(s):

    La globalización de los mercados ha colocado a las marcas globales como actores centrales en los ámbitos económico, cultural y psicológico; la evidencia está en todas partes (Özsomer, Batra, Chattopadhyay & Hofstede, 2012). Por tanto, muchas empresas multinacionales están alterando sus portafolios de marcas a favor de marcas globales (Özsomer et al., 2012; Steenkamp, Batra & Alden, 2003). Así, el presente ensayo tiene como objetivo analizar los conceptos y líneas de investigación relacionados al constructo de marcas globales. El trabajo busca entender la definición desde distintas perspectivas de lo que significa marcas globales; para posteriormente, analizar brevemente las líneas de investigación del global branding. Finalmente, consideraciones finales son discutidas.

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    Article provided by Universidad del Pacífico - University of the Pacific Lima (Peru) in its journal Journal of Business.

    Volume (Year): 6 (2014)
    Issue (Month): 1 ()
    Pages: 2-16

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    Handle: RePEc:udp:journl:v:6:y:2014:i:1:p:2-16
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