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...