Narrow search
Showing 1 - 3 of 3
Cover Image
Exploring cultural context congruency in television : a conceptual framework for assessing the impact of media context on advertising effectiveness in an emerging market
Grant, Claire; Bailey, Arlene; Ogbuehi, Alphonso O. - In: International journal of business and emerging markets … 9 (2017) 2, pp. 174-191
Persistent link: https://www.econbiz.de/10011776071
Cover Image
An investigation of country-of-origin effect on the international marketing of Star Lager brand in the Great Lakes states market area of the United States
Mbah, Chris; Ogbuehi, Alphonso; Enyinda, Chris - In: International business and economics research journal 8 (2009) 8, pp. 45-51
Persistent link: https://www.econbiz.de/10003873324
Cover Image
Strategic Choice In International Ventures: A Contingency Framework Integrating Standardization and Entry‐Mode Decisions
Florin, Juan; Ogbuehi, Alphonso O. - In: Multinational Business Review 12 (2004) 2, pp. 83-110
Strategy and marketing scholars look at strategic issues from different points of view and attempt to explain strategic choice and performance from their unique perspectives. This paper combines these perspectives in the context of international ventures and develops a conceptual framework...
Persistent link: https://www.econbiz.de/10014931773