Chasing Cars or Chasing Tails: Does the Resource Based View Explain Global Brand Value? Antecedents of Global Brand Equity
Academy of Business Research Journal
College of Business and Management
Reich, R. W. (2017). Chasing cars or chasing tails: Does the resource based view explain global brand value? Antecedents of global brand equity. Academy of Business Research Journal, II, 27-52.