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Guinness takes ownership of the 1999 Rugby World Cup in order to attract new users and to sustain its position as one of Britain's highest-selling beers in a very fragmented and competitive market.
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As this blog demonstrates, global brands sometimes shoot themselves in the foot because they do not take local culture difference and sensitivity into account. However there is such a thing as being TOO oversensitive. Google's strategy in China has been...
Radiators, those unobtrusive friends, hiding in the corners of our homes, offering nothing but the cast iron guarantee of heat... Cast iron, you say - get rid of it! Such has been the attitude of the home makeover crowd, keen...
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