Case: HSBC - Becoming The World's Local Bank

Research output: Chapter in Book/Report/Conference proceedingChapter


Strategy and developments behind origination and growth of the brand from 1999
Original languageEnglish
Title of host publicationBrand Management
Subtitle of host publicationCo-Creating Meaningful Brands
EditorsMichael Beverland
PublisherSage Publications
Publication statusPublished - Mar 2021

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