Purpose The purpose of this paper is to analyze how two multinational companies (MNCs) faced the challenge of market uncertainty and political instability in a newly emerging market, and how it affected the impact of their product marketing strategy (PMS) and product (brand) performance....

Purpose This study aims to enhance the simultaneous utilization of measure in product design by mapping out the possible and potential uses of a measure for both academicians and practitioners. Design/methodology/approach To map out a way for the simultaneous utilization of measure, the authors...

Purpose – The aim of this study was to investigate the extent that consumers prefer the localised packaging over standard packaging, and how the differences may vary across different product types. An ongoing debate facing marketers is whether marketing approaches should be localised as...