# A brand built on sand: Is acquiring a local brand in an emerging market an ill-advised strategy for foreign companies?

> Research article (Journal of the Academy of Marketing Science, 2015) · cited 45× · AI/ML

**Wikidata**: [openalex:W581603853](https://www.wikidata.org/wiki/openalex:W581603853)  
**Source**: https://4ort.xyz/entity/a-brand-built-on-sand-is-acquiring-a-local-brand-in-an-emerging-market-an-ill-advised-strategy-for-foreign-companies