Managing Brand Relationships: Should Board-Rooms Listen to Consumers Choices?

China and India are the fastest-growing major markets (Johnson and Tellis, 2008) in the world and the most popular markets for foreign enrants. The main purpose of this study is to provide a fresh perspective on global brand relationships, and how growing multi-ethnic make-up of board-rooms impact strategic decision making. It is also intended to provide a detailed framing of the present conceptual studies in this realm as well as Chief Executive Officers (CEO's) innovative positioning on customer choices and therefore provides a base for future research. The study also discusses the reasons for and implications of these findings.



Citation:

MOHAMMED NADEEM (2009) ,"Managing Brand Relationships: Should Board-Rooms Listen to Consumers Choices?", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 328-331.

Authors

MOHAMMED NADEEM, ASSOCIATE PROFESSOR, MARKETING, SCHOOL OF BUSINESS AND MANAGEMENT, NATIONAL UNIVERSITY, SAN JOSE, CA, USA



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009



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