Citation
Leventhal, R.C. (2010), "Editorial", Journal of Product & Brand Management, Vol. 19 No. 6. https://doi.org/10.1108/jpbm.2010.09619faa.001
Publisher
:Emerald Group Publishing Limited
Copyright © 2010, Emerald Group Publishing Limited
Editorial
Article Type: Editorial From: Journal of Product & Brand Management, Volume 19, Issue 6
If you stop and think about it, a company’s brand is but only one part of what it takes to succeed in the global marketplace today. The rapidly changing external environment is a force that may be difficult to control, as we have seen with the global financial crisis that is still ongoing in 2010. How a company deals with its brands and the local, national and global constraints is a subject that was studied at the Academy of Marketing’s 5th International Colloquium, which was held in September 2009 at the University of Cambridge. I am pleased to present to you some of the research that was presented at this conference.
Richard C. Leventhal