Ellen Schmidt-Devlin

University of Oregon - Charles H. Lundquist School of Business

1208 University of Oregon

Eugene, OR 97403-1208

United States

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Scholarly Papers (1)

1.

A Mixed Methods Approach to Investigating Glocal or Hybrid Brands

The Tenth International Conference on Engaged Management Scholarship
Number of pages: 4 Posted: 09 Sep 2020
Ellen Schmidt-Devlin, Casey Espey Newmeyer and Aysegul Ozsomer
University of Oregon - Charles H. Lundquist School of Business, Case Western Reserve University - Weatherhead School of Management and Koc University - Marketing
Downloads 22 (589,262)

Abstract:

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global brand, local brand, paradox theory, authenticity