Abstract
International brands are spreading across the globe, swallowing up markets that previously have been the turf of smaller, local brands. Sometimes local market share is acquired through the acquisition of local companies by global competitors. Global brands thus tend to quickly gain local market strengths. If the remaining local brands in transitional economies are to survive in face of such strong international competition, local brands must find a way to favorably differentiate themselves from larger rivals, to create customer connections, and to communicate this difference in a way that neutralizes the deep-pocket advantage of international players.
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© 1999 Springer Science+Business Media New York
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Joachimsthaler, E.A., Garolera, J., Pillsbury, D. (1999). Branding Challenges for Transitional Economy Firms in Local Markets. In: Batra, R. (eds) Marketing Issues in Transitional Economies. Springer, Boston, MA. https://doi.org/10.1007/978-1-4615-5009-9_15
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DOI: https://doi.org/10.1007/978-1-4615-5009-9_15
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