Purpose – The objective of this paper is to highlight the human representatives of the brand (brand relationship representatives), as an important enabler in achieving effective supply chain synchronization via the transfer of information on product availability and planned promotions between...

This paper reviews and critiques the standardization debate in international advertising strategy. First, the paper identifies the standardization, adaptation and compromise schools of advertising including their advantages and disadvantages and then presents some of the contingency models with...

Purpose – The purpose of this paper is to establish how sales are propelled when consumer spending level falls. Design/methodology/approach – Case study together with deductive research approach was used. Findings – While conventional marketing strategies did little to enhance sales,...