Developing and implementing global branding strategies for Kirin Group

[摘要] (cont.) Through my research of successful global brands and firms, I found that building a strong brand in global markets can lead a firm to a stronger competitive position in the world, but this requires essential skills and organizational challenges. The thesis concludes with a discussions of key strategies that can be adopted by Kirin for building its global brands.

[发布机构] Massachusetts Institute of Technology