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