Extending a brand beyond its original product category is a major strategy for long-term profitability. A brand owner can internalize the development of the extension product, or license the brand to an external partner in order to exploit the licensee’s better capabilities and higher...

Cultural variations across countries are considered a major factor affecting customers' readiness to adopt, use, and evaluate technology. Relevant contributions from marketing studies, computer science, and international business are integrated into the literature of cross-cultural management...