Building and managing relationships with customers can have a direct and positive effect on the efficiency of an organization's communication efforts. A product or a brand exist in the consumer's mind there not only because of the experience with this, but and because of the medium and long term...

Although the internationalisation process of the firm has been well researched since the 1970s, the behaviour of firms prior to internationalisation has not received commensurate research attention. This paper argues that a focus on firms’ pre-internationalisation activities will not only...

Although the internationalisation process of the firm has been well researched since the 1970s, the behaviour of firms prior to internationalisation has not received commensurate research attention.This paper argues that a focus on firms? pre-internationalisation activities will not only offer...