In China? Pick your brand name carefully

Marc Fetscherin^*, Ilan Alon, Romie Littrell, Allan K K CHAN

^*Corresponding author for this work

Research output: Contribution to journal › Journal article › peer-review

6 Citations (Scopus)

Scopus Subject Areas

@article{a77d7099b93b4c8ebb54813157b5f017,

title = "In China? Pick your brand name carefully",

author = "Marc Fetscherin and Ilan Alon and Romie Littrell and CHAN, {Allan K K}",

year = "2012",

month = sep,

language = "English",

volume = "90",

journal = "Harvard Business Review",

issn = "0017-8012",

publisher = "Harvard Business Publishing",

number = "9",

}

TY - JOUR

T1 - In China? Pick your brand name carefully

AU - Fetscherin, Marc

AU - Alon, Ilan

AU - Littrell, Romie

AU - CHAN, Allan K K

PY - 2012/9

Y1 - 2012/9

UR - http://www.scopus.com/inward/record.url?scp=84865237513&partnerID=8YFLogxK

M3 - Journal article

AN - SCOPUS:84865237513

SN - 0017-8012

VL - 90

JO - Harvard Business Review

JF - Harvard Business Review

IS - 9

ER -