Heineken

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Issue:

Business

 

Written by:

Nancy P

 

Date added:

August 29, 2015

 

Level:

University

 

Grade:

A

 

No of pages / words:

2 / 552

 

Was viewed:

8658 times

 

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Essay content:

The Global Brands Study found consumers associate global brands with three characteristics (quality signal, global myth, and social responsibility), which are used to evaluate them when making purchase decisions. Global consumers are segmented into four categories: global citizens, global dreamers, anti-globals, and global agnostics...
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Global consumers are segmented into four categories: global citizens, global dreamers, anti-globals, and global agnostics. More than two decades ago, Harvard Business School professor Theodore Levitt provocatively declared in a 1983 HBR article, "The Globalization of Markets," that a global market for uniform products and services had emerged...
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