This research study investigates the relationship between the degree of headquarters control and standardization of Corporate Visual Identity System (CVIS) among British companies and their subsidiaries in Malaysia. It examines chief executive involvement in the development of a standardized...

Designers have used Corporate Visual Identity Systems (CVIS) to widen the communications mix. Using name, symbol and/or logo, typography, colour and slogan, a CVIS helps transmit a company’s visual identity through fixed assets, such as buildings, vehicles and other business collateral. This...

Investigates the degree of global standardisation of a corporate visual identity system (CVIS) in multinational operations. A special emphasis of this research is accorded to UK companies operating in Malaysia. In particular, the study seeks to reveal the reasons for developing a standardised...

Purpose – To introduce the contents of this special issue on research in marketing and comment on the development of the discipline in UK universities. Design/methodology/approach – Relates each paper to a taxonomy of academic research and comments on their content. Examines major trends in...

Purpose – This paper aims to examine the extent to which the nation branding activities of export promotion organisations (EPOs), investment agencies (IAs), national tourism organisations (NTOs) and embassies follow the principle of coordination that characterises an integrated marketing...

Purpose – The purpose of this paper is to attempt to examine how corporate identity (one of the elements of Balmer's 6Cs of corporate marketing) could be better understood, whilst also addressing how the deconstruction of one of the other elements (i.e. communications: corporate advertising)...

Purpose – This paper aims to introduce the special issue on the marketing perspectives of logistics service providers and the relevant papers. The paper also aims to introduce the concept of outsourcing in general and logistics outsourcing in particular that is directly relevant to the genesis...