2016•eSource (Dublin Business School)Open access
Internal brand management in the internationalisation of retail operations
Alan V. Morgan
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Abstract
This research will investigate and explore internal brand management within a retail internationalisation context. This represents a significant gap in the retail internationalisation literature. According to Burt & Sparks (2002) there is a growing sophistication in international retail markets that the development of the brand internally within the organisation could and possibly should be viewed as a critical requirement for successful retail internationalisation.
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