Successful Strategic Brand Management in Multinational Corporations: The Role of Shared Meaning Development and Leadership

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Reference

Vallaster, C. (2001). Successful Strategic Brand Management in Multinational Corporations: The Role of Shared Meaning Development and Leadership. Paper presented at the Research Seminar, Torcuatta di Tella, Buenos Aires, Argentina.

Publication type

Paper in Conference Proceedings

Persons

Organizational Units

  • Institute for Entrepreneurship
  • Van Riemsdijk Chair in Entrepreneurship