Migration muss unter den Bedingungen der Globalisierung, der weltweiten Krise und der internationalen Vernetzungen staendig neu gedacht werden. In diesem Buch betrachten Wissenschaftler und Praktiker Moeglichkeiten, Bedingungen und Grenzen fuer den Transfer von Wissen und Kompetenzen und die...

Der folgende Beitrag untersucht die Entwicklung der Stadt Schäßburg, so wie sie im Roman Das Klavier im Nebel dargestellt wird. Im Mittelpunkt stehen aber die Beziehungen zwischen den Rumänen und den Siebenbürger Sachsen, die sich nach der Machtübernahme der Kommunisten stark verändern....

This paper studies profit-maximizing seller behavior when brand image affects consumer demand. We consider a seller facing a population of consumers with heterogeneous tastes regarding product quality and brand image. First, we analyze “active branding” by the seller through costly...

The contemporaneous evolution of the mondial economy, puts into light the important role of the brands in the dezvoltation of the mondial markets and the intrestatal commercial relationships. Having in sight the full evolution of the theory and practices of marketing, until now, we can say that,...

Current academic research on the relationship of firms’ CSR activities with corporate branding typically focuses on consumers’ and shareholders’ viewpoints. This research aims to shed light on how organisational members in firms perceive to be the impact of CSR activities upon their...

The changing cultural paradigms in Latin America have influenced variety of leisure activities and significant implications for development of leisure services. Leisure spending behaviour prompts sequential relationship among customers intending to perform family celebrations in a different...

This paper performs a comparative analysis of niche brands. Within surfing and snowsport markets, key companies, with distinctive brand names, market specifically to their respective subcultures. Each brand embodies an individuated personality, markets according to unique criteria and evolves...

Full text in Russian. Executive summary in English is available at pp. 43.

L’impact du parrainage sur l’image de marque du parrain a encore peu été étudié. Cette recherche a un double objectif. D’une part, approfondir le concept de congruence entre parrain et entité parrainée, comme variable explicative de l’évolution de son image de marque. Le concept...