Jack Daniels whiskey uses its core American values of authenticity, masculinity, and fraternalism successfully in other English-speaking

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Jack Daniel’s whiskey uses its core American values of authenticity, masculinity, and fraternalism successfully in other English-speaking countries like the United Kingdom, Australia, and South Africa. How can they interpret the values of the brand to be more approachable in a culture like China?

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International Marketing

ISBN: 9780357445129

11th Edition

Authors: Michael R. Czinkota, Ilkka A. Ronkainen, Annie Cui

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