Abstract
This paper began with the authors’ survey of the global branding policies of the "big three soapmakers" (Proctor & Gamble, Unilever and Colgate-Palmolive) in ten countries. Now our study has expanded to twenty countries worldwide. This on-going study draws conclusions as to the strategies the big three are employing, especially In product groups where they are competing head-to-head worldwide.
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© 2015 Academy of Marketing Science
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Patton, C.R., DeLozier, M.W., Thompson, W.W. (2015). Global Branding Policies by the Big Three Soapmakers. In: Hawes, J. (eds) Proceedings of the 1989 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17055-8_24
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DOI: https://doi.org/10.1007/978-3-319-17055-8_24
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17054-1
Online ISBN: 978-3-319-17055-8
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