This study examines whether marketing capabilities consistently mediate intangible capital on performance across institutional environments. A partial test of resource-advantage theory is conducted, examining the relationship between four intangible capital elements on marketing capabilities and...

Employing effective communication strategies is critical for international joint ventures (IJVs) operating in economies in transition. Theory suggests perceived cultural congruence enhances the effectiveness of communication in international relationships. The influence of perceived national...

Brands have become increasingly important as a foundation for competitive strategy. Unfortunately, although brand managers are responsible for brand strategy development and execution, little is known about what makes a brand manager effective. A model is developed to understand what intangible...

While a great deal of research has explored how international marketing strategy influences performance, researchers have paid scant attention to understanding changes to international marketing strategy resulting from firm reaction to past performance. In this study, organizational learning...

Economic and relational equity in global inter-organizational relationships can be enhanced if partners correctly attribute the cause of noncooperative incidents and employ appropriate response strategies. Integrating attribution theory, national character theory and elements of the...