Question: Polo Ralph Lauren page 413 case study 12.1 from the Global Marketing by Svend Hollensen QUESTIONS 1. What are the likely main motives for Polo

Polo Ralph Lauren page 413 case study 12.1 from the Global Marketing by Svend Hollensen

QUESTIONS 1. What are the likely main motives for Polo Ralph Lauren to shift the entry mode from licensing to the hierarchical mode in South-east Asia? 2. Would you recommend they take all geographical licences back in-house and turn them into hier- archical modes? If not, why

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