Can I read Rebranding Challenges in Global Acquisitions on EtoBox?

Rebranding Challenges in Global Acquisitions by BHANGRA SHOOTER is a document available to read on EtoBox.

What is Rebranding Challenges in Global Acquisitions about?

This study investigates how multinational enterprises (MNEs) gain acceptance for rebranding acquired brands across different countries, focusing on the challenges of legitimation among internal and external stakeholders. It employs a case-study approach involving interviews from six countries and reveals that external legitimation is more challenging in emerging markets, while internal legitimation poses greater difficulties in developed countries. The research contributes to the rebranding literature by hi

Author

BHANGRA SHOOTER

Language

EN