Acknowledgements -- Why brand language matters -- Brand language fundamentals -- The brand story -- The brand language brief -- The language of brand names -- The language of advertising claims -- The language of packaging -- The language of online and offline customer-brand interactions --...

By virtue of their participation in multiple competitive settings, MNEs confront competitors with different attributes and in different locations, creating variations that pose different competitive challenges. We classify MNE competitors by their nationality, geographic scope, and location, and...

Variations in MNEs' competitive positions across countries are prevalent phenomena in the business landscape, but are not fully explained by MNE theory. Building on competition theories and applying them to the context of the MNE, we hypothesize that the value of MNEs' assets varies in relation...