Table of contents
International branding: demand– or supply‐driven opportunity?
Leslie de Chernatony, Chris Halliburton, Ratna BernathDiffering views prevail about whether to standardize or adaptinternational brands. Postulates that the international brand decisionshould be based on standardizing the brand′s…
8302
The development of the Eurobrand
Dale Littler, Katrin SchlieperExplores the demand and supply side factors likely to affectinternational branding strategies with particular emphasis on theEuropean market. The study of the European…
2077
Lessons for pan‐European marketing? The role of consumer preferences in fine‐tuning the product‐market fit
A. Diamantopoulos, B.B. Schlegelmilch, J.P. Du PreezThe advantages and disadvantages of global marketingstandardization are well documented. Managers, however, often view thestandardization versus adaptation debate as a black and…
3009
ISSN:
0265-1335Online date, start – end:
1983Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Professor John Cadogan