How do globalised markets influence brand owners decision, Marketing Management

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How do globalised markets influence brand owners decision

Problem

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

2) How do globalised markets influence brand owners' decision to develop standardised or customised/adapted brands for international markets? Illustrate your answer using either the Hermes or Hilton brands.

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