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Subject category: Marketing
Published by: Harvard Business Publishing
Published in: 1985
Length: 17 pages
Data source: Field research

Abstract

Henkel''s adhesive group is considering a major change in the international selling of its two major adhesives products for households. The proposed strategy is based on two concepts: umbrella branding and global standardization.

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Abstract

Henkel''s adhesive group is considering a major change in the international selling of its two major adhesives products for households. The proposed strategy is based on two concepts: umbrella branding and global standardization.

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