Purpose – This paper aims to clarify the challenge of emerging countries’ firms regarding their brand policy. The purpose of the paper is to examine the branding options offered to emerging countries companies when expanding internationally. Design/methodology/approach – After having...

Purpose – This research aims to clarify the nature of the links between brand architecture and brands portfolio. Although these two themes have been the focus of significant research, the question of a link between the two concepts has not truly been asked; and yet the major role of brands...

Purpose – The paper seeks to contribute to the understanding of brand portfolio management by examining the brand portfolio strategies of four leading cosmetics companies. The research focuses on two questions: what reasons lead companies to develop, or not, a brand portfolio strategy, and how...

Purpose – The purpose of this paper is to compare how some firms from China and some from other emerging countries (EC) are using a variety of branding strategies to improve their global competitiveness. A total of 14 firms have been compared on criteria related to possible acquisition of...

This research aims to clarify the nature of the links between brand portfolio management, competences and competitive advantage. In a series of interviews within four different cosmetics companies, the author explores their approach to managing the brands they own. This work shows that brand...

Based on a literature review of terrorism and global business literature, this paper addresses those conditions that may lead to new considerations about risk and its management at policy and the MNE (multinational enterprise) level. How do MNEs adapt to the 09/11 ‐ type risk in strategic...