Marketing Intelligence & Planning: Volume 16 Issue 4

Case study ‐ the leveraging of brand equities to create a category champion: Nestlé’s management of Crosse & Blackwell

Stuart Laverick

The paper focuses on how Nestlé, the Swiss based food multinational, is attempting to reinvigorate its long established British sub‐ house brand Crosse & Blackwell so that it can…

Do consumers’ star signs influence what they buy?

V.‐W. Mitchell, Elizabeth Tate

Original and provocative findings that date of birth could have an effect on consumption prompted replication of this exploratory work. Date of birth potentially combines the…

Determinants of Hong Kong manufacturing investment in China: a survey

Xiaohe Zhang, Ho Po Yuk

This paper aims to examine the determinants of foreign direct investment (FDI) in China by investigating Hong Kong’s manufacturing industries established in Guangdong province…

Strategic planning, risk‐taking and reward systems for managers in multi‐divisional companies ‐ an empirical study

Rajeshwar Sirpal

Every year, new development projects are recommended to be undertaken by various divisional management to corporate management in different multi‐divisional companies. The…

Strategic group analysis in strategic marketing: an application to Spanish savings banks

Francisco José Más Ruíz

The analysis of strategic groups has important implications in marketing in the identification of a firm’s competitive position. The aim of this study is to demonstrate that…