The trend towards increased globalisation had a major impact on the branding strategies of international companies. Next to important economies of scale that a global brand can bring to the company, the advantage of benefiting from a unique worldwide image across markets is considered by...

The crisis has shattered confidence in the public opinion on the capacity of the capitalist system to regulate itself to avoid catastrophic situations as presently observed in the world. The question is to know whether the capitalist system will be able to evolve toward a business model...

Within the globalised economy, strategic marketing remains the best mechanism to adjust demand to supply, but it also triggers a virtuous circle of economic and social development, reinforced today by the social, cultural and technological changes observed in the market. These evolutions in the...