Estrategia y gestión internacional de marca

Written in Spanish


Luis Rodríguez-Baptista

Date published
July 2018

IE Foundation

This study wants the readers to create their own opinion about the value of the branding when planning to grow internationally from Spain.

The companies’ internationalization is a very studied issue with countless references. However, not many studies highlight its importance in the generation of business results, something very relevant for a company in its first steps “outside home”.

The main purpose of this report is to share the lessons learned by successful companies on international branding management.

The pragmatic approach identifies the key common factors to all companies so they can serve as an incentive and as a reflection for other companies.

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