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Global Corporate Brand Building in Business-to-Business Markets. The Initial Phases in a Branding Process. Case: Outokumpu Copper Products Oy.

Sinisalo, Katri (2006)
Pro gradu - tutkielma

The objective of this study was to examine global corporate brand building in b-2-b markets and find out the critical factors affecting this development in the initial branding project phases. In addition, the aim was to ...