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Demonstrations of the power of branding in consumer markets reverberate around the globe. In contrast, the role of branding in industrial markets is unclear and under-researched. Three basic questions stimulate the thesis: (1) What is industrial branding?; (2) Is industrial branding important,...
Persistent link: https://www.econbiz.de/10009485205
We consider the dynamics of knowledge-based sources of advantage as they move betweengeographical locations and multinational and other firm level networks using the specialistcontext of Formula 1 motor over a fifty nine year period. We suggest that shifts incompetitive advantage are underpinned...
Persistent link: https://www.econbiz.de/10009463067
There is an unresolved paradox concerning the role of corporate social responsibility (CSR) in consumer behavior. On the one hand, consumers demand more and more CSR information from corporations. On the other hand, research indicates a considerable gap between consumers' apparent interest in...
Persistent link: https://www.econbiz.de/10009480952
Formulating consistent marketing strategies is a difficult task, but successfully implementing them is even more challenging. This is even more pertinent as marketing strategies quite often incorporate inherent conflicts between major breakthroughs and consolidation. Consequently, marketers need...
Persistent link: https://www.econbiz.de/10009447477
Research in the international management literature has traditionally studied internationalization processes from an exploitation perspective. This exploitation-focused argument demonstrates an incremental process of international expansion with the internationalization of mature multinational...
Persistent link: https://www.econbiz.de/10009434099