Sergio Marchionne, the CEO of Fiat, describes the company as Italian based but not an Italian company.

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Sergio Marchionne, the CEO of Fiat, describes the company as “Italian based but not an Italian company.” In the era of global business, does a company or a brand’s national identity still matter? Why or why not?

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Global Marketing Management

ISBN: 978-1119398332

7th edition

Authors: Masaaki Kotabe, Kristiaan Helsen

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Question Posted: Feb 19, 2020 11:14 AM

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Sergio Marchionne, the CEO of Fiat, describes the company as Italian based but not an Italian company.

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Global Marketing Management

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