ARTICLE REVIEW

Article Review

Article Review

This paper provides the review of an article, titled, “How Global Brands Compete” written by a team of authors, including; Douglas B. Holt, John A. Queich, and Earl L. Taylor. This article was published in a special issue of Harvard Business Review.

In this article, the authors have highlighted the ongoing competitive branding strategies that are being used by the large-scale organizations to survive in this ever changing environment. Accordingly, the authors are of the point of view that the global brands have become a lingua franca for the customers all over the world. Companies and brands are ...