"Globalization is possible when the brand is totally built into a cultural stereotype." Discuss this statement in terms of how brand owners develop international brands.

How do globalized markets influence brand owners' decision to develop standardized or customized/adapted brands for international markets? Illustrate your answer using either the Hermes or Hilton brands.

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d Hilton HOTELS & RESORTS HERMES PARIS d Hilton HOTELS & RESORTS HERMES PARIS

Answer rating: 100% (QA)

The statement Globalization is possible when the brand is totally built into a cultural stereotype suggests that successful globalization of a brand relies on its alignment with prevailing cultural no... View the full answer