Browsing Faculty Contributions by Author "Raafat, Sahar Mohammed"
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Factors Influencing Arab-Origin Brands to Go Global: An Extended Abstract
Farrag, Dalia Abdelrahman; Raafat, Sahar Mohammed ( Springer Nature , 2017 , Book chapter)As the needs of consumers around the world have become irrevocably homogenized as earlier predicted by Theodore Levitt in his classical article "The Globalization of Markets" (Levitt 1983), local successful brands have no ...