Fetscherin and Alon Featured in Harvard Business Review
July 11, 2012
Associate Professor of International Business Marc Fetscherin and Cornell Professor of International Business Ilan Alon will be featured with their article, “In China? Pick Your Brand Name Carefully,” in the September Issue of the Harvard Business Review. This article is co-authored also with Romie Littrell, associate professor at Auckland University of Technology and Allan Chan, associate dean and professor of marketing at Hong Kong Baptist University.