Block 2, Reading 23 (Harris, 2017)
Innovation
Branding
Global
International
Local
Advantages
Economies of scale
Innovation
Appealing image
Risk
Market impact
Advantages
Development flexibility
Risk
Pricing flexibility
Other products mean less risk
Consumer trust
Cost
Mix
Global Brand
Embracing local culture
Influences
Global frameworks
Brand tribes
Linking value
Tribal clover
Improving marketing ethics