Globe and Mail Update Published on Saturday, Apr. 12, 2008 6:35PM EDT Last updated on Monday, Mar. 30, 2009 3:27PM EDT
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Shih-Fen Chen is an associate professor of International Business at the Richard Ivey School of Business. A specialist in global branding issues, Dr. Chen says in order for your brand to succeed, you must have a compelling story associated with it. He also explains how Canada's positive international reputation can be a boon to small businesses looking to expand overseas. Professor Chen discusses these topics with Business Incubator reporter Jon Cook.
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