Nivea is an example of a glocal company, in other words, Nivea represents both a high degree of "market responsiveness and global coordination/integration’ Which degree of market responsiveness and global coordination/integration does Nivea represent
Comment on the strategy used by Nivea as an official sponsor of the German football team. Do you see this strategy as adding value to the brand? What could be the motive behind this move.
Do you think that using Rihanna as a celebrity endorsement for the brand in targeting a younger segment is an effective strategy in building the image of the brand for this segment.
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