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 journalArticlepeer-review

4 Citations (Scopus)
Original languageEnglish
JournalHarvard Business Review
Volume90
Issue number9
Publication statusPublished - Sep 2012

Scopus Subject Areas

  • Business and International Management
  • Business, Management and Accounting(all)
  • Economics and Econometrics
  • Strategy and Management
  • Management of Technology and Innovation

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