The strategic orientation of Portuguese firms in the porcelain industry is examined empirically. In the process, the effective use of traditional generic strategies as opposed to emerging strategies is compared. Special attention is devoted to the utility of classical Porter’s generic...

The debate on whether international advertising can, or should, be standardised has a long history, particularly in the American literature. The Single European Market after 1992 implies an opportunity for standardisation so far unparalleled. The subject of study is the European policies for...