Purpose – The purpose of this paper is to address the issue of the implementation of international advertising strategies by first introducing a framework of four options that multinational enterprises (MNEs) can use to implement such strategies and second by drawing on contingency theory to...

This paper examines the concept of mass customisation from the point of view of the customer. Although the theory of mass customisation has received considerable attention in recent years, the emphasis has been on identifying and classifying the ways in which mass customisation can be...