Excesul globalizării brandurilor: bariere întâlnite de către comunităţile locale [Articol]

Abstract

The phenomenon of brand globalization is associated with the existence of economies of scale, which can be framed as the main advantage of internationally renowned brands. This fact is due to the generation of important cost savings in the stages of research and development, promotion, helping brands to invest more time and resources in marketing actions to achieve a more competitive price level.