Purpose – The authors seek to show the extent and nature of qualitative research in international marketing in IMR ( International Marketing Review ) and then aim to understand and explain developments in this area. They explore the global coverage of extant qualitative work in IMR and reflect...

Purpose – The purpose of this paper is to offer an introduction and background as well as a narrative to the development of an economic, social, technological and cultural phenomenon that has been sweeping across national frontiers since first being identified by Theodore Levitt in 1983....

Purpose – This paper aims to explore three central tensions in the debate on corporate branding. Is a normative or a social constructionist approach more appropriate in conceptualising and managing corporate brands? Should the focus be on the organizational or the individual level? Must...

This paper investigates the way culture influences Japanese inter-firm exchange processes, arguing that isomorphism (e.g., due to macro-force flux and convergence) is eroding traditional Japanese management practices and increasing heterogeneity. The role of culture in the development of...

Purpose – The purpose of this paper is to revisit the winning cycle's model proposed by Abegglen and Stalk to investigate the competitive strategies being deployed by Japanese firms. Design/methodology/approach – This paper discusses the literature on the international strategies of Japanese...