Describe national differences in consumer behavior
Problem: Despite being globally branded, Unilever still tweaked the Dove campaign from nation to nation. Why did it do this? What does this tell you about national differences in consumer behavior?
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Despite being globally branded, Unilever still tweaked the Dove campaign from nation to nation. Why did it do this?
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Why do you think Unilever chose to move away from its local customization strategy, and tried to position Dove as a global brand?
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