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Managing Global Brand Investments at DHL

In this paper, we introduce the customer-insight based approach that Deutsche Post DHL adopted to improve its global express delivery business. DHL has used the operations research based brand assessment tool in more than 20 large countries on four continents since 2004. The tool supports local... Full description

1st Person: Fischer, Marc
Additional Persons: Giehl, Wolfgang verfasserin; Freundt, Tjark verfasserin
Source: in Interfaces Vol. 41, No. 1 (2011), p. 35-50
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Type of Publication: Article
Language: English
Published: 2011
Keywords: research-article
Online: Volltext
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