In international marketing, a firm's global brand structure is shaped by the following three types of factors:

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The three types of factors that shape a firm's global brand structure are firm-based drivers (such as the company's vision and values), product-market derivers (such as local customer needs and preferences), and market dynamics (such as industry competition and regulatory environment). Option A includes manufacturing dynamics, which is not directly related to a firm's global brand structure. Option B includes hi-tech and Web dynamics, which may be important factors in certain industries, but are not universally applicable. Option D includes Internet dynamics, which is a subset of market dynamics and may not be as relevant to all industries.

In International Marketing, a Firm's Global Brand Structure Is Shaped