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Number of Pages 11
In 11 pages this paper examines the way that Ben and Jerry’s Homemade Ice Cream approached entrance into the Japanese market, one very different from the home US market. The company had faced difficulties with previous international expansions, the context of the strategies adopted for the entrance into the Japanese market, undertaken with Seven- Eleven is considered in the context of the former difficulties. The bibliography cites 6 sources.
File: TS14_TEbenjerjpan.rtf
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