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Analyses the strategy employed by Bass Plc within the competitive and aggressive beer industry. Focuses on the European beer industry and it is divided into three main parts. Part one identifies what seems to be the current strategy undertaken by Bass Plc. Part two identifies and analyses the...
Presents results on the issue of developing and implementing a corporate identity strategy when going international, and the potential implications of having an ethnocentric approach. Based on a Jamaican financial services case study, reflects the key debates found across the hierarchical...
It is reasonable to assume that a sense of timelessness and placelessness is particularly likely to be experienced by travelers in transit, involved in international travel between distant places with different time zones. Therefore an examination of the environment in airport departure lounges...
Addresses issues of innovation in the global marketing of leisure industry software products. A strong marketing base is identified as being essential but identifying such a base can be complicated due to changes in demographic and social structures, particularly those taking place in Asia....
Takes an historical perspective, considering the events leading to the sale of Habitat by the Storehouse group to the Swedish furniture retailer IKEA in October 1992. Focuses on the strategic issues involved in the acquisition of an international retailer by a retail organisation that is truly...
Investigates how differences in national culture affect the effectiveness of alternate accounting controls. This topic is becoming increasingly important as the trend towards global competition continues. The formation of the European Union, removal of trade barriers between the USA and Canada...
Builds a relevant model(s) of SME international marketing given the lack of well‐accepted theories to date. Twelve case study firms were analysed using a semi‐structured survey protocol. Five of the cases are described in depth in the text and summaries are given of the other seven. Four...
Presents an insight into the growth of the Coca‐Cola company and discusses differing consumer attitudes towards the consumption of Coca‐Cola. In 1994 The Coca‐Cola Company had allocated US$300 million for expansion in Poland; however, at that time there were groups of Polish youths and...
Looks at the implications of building brand equity in a marketing rather than balance sheet sense. Uses the case example of Chivas Regal to illustrate how the global brand of a multinational organisation can be developed and whether a “global” advertising campaign can be built. Examines the...
A major gap in the international marketing literature is the nature of the international franchise relationship and, in particular, the mechanisms used to control and co‐ordinate the international franchise network. Discusses the findings arising from an ethnographic study of the...
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