Consider the article’s discussion of value dysfunctionality and image dysfunctionality.

Read the article, Special Issue on Brand Equity, Branding, and Marketing Communications in Emerging Markets found on this week’s University Library Resources page.

Consider the article’s discussion of value dysfunctionality and image dysfunctionality. Imagine that you were going to enter into the market of either Mexico, China or Saudi Arabia. Discuss what issues in the economy of this area might be a factor.

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