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What's in a name? : a case study of McDonald's trademark protection overseas /

With rapidly expanding global markets, McDonald's has to decide which countries to enter in order to serve growing world markets as well as to ensure the protection of its brand name. The case focuses on a court ruling against McDonalds in Malaysia and its implications for the McDonalds Corpora...

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Bibliographic Details
Main Authors: Khan, Mahmood A. (Author), Khan, Maryam (Author)
Format: eBook
Language:English
Published: London : International CHRIE, 2013.
Series:SAGE Business Cases.
Subjects:
McDonald's Corporation > Trademarks > Case studies.
McDonald's Corporation
Product management > Case studies.
Produits commerciaux > Gestion > Études de cas.
Product management
Trademarks
Electronic books.
Case studies
Case studies.
Études de cas.
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Call Number: HF5415.15 .K43 2013
 
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HF5415.15 .K43 2013 Available