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DYNAMICS OF INTERNATIONAL BRAND ARCHITECTURE:
OVERVIEW AND DIRECTIONS FOR FUTURE RESEARCH

Susan P. Douglas
and
C. Samuel Craig

Stern School of Business
New York University

April 2002

Paper presented at Research in International Marketing Conference.
CIBER University of Connecticut; October 19, 2001.

Contact Author:

Susan P. Douglas
New York University
Stern School of Business, K-MEC 7-67
44 West 4th Street
New York, NY 10012-1126
Phone: (212) 998-0418
Email: sdouglas@stern.nyu.edu

The authors wish to acknowledge support provided by the Unilever Foundation for this research.
DYNAMICS OF INTERNATIONAL BRAND ARCHITECTURE:
OVERVIEW AND DIRECTIONS FOR FUTURE RESEARCH

Abstract

Brands play a critical role in a firm's international marketing strategy. A coherent international brand architecture is a key component of the firm's overall international marketing strategy as it provides a framework to leverage strong brands into other markets, assimilate......

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Approximate Word Count: 6924
Approximate Pages: 28 (250 words per double-spaced page)

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