This article describes the substantial efforts put into creating and managing a comprehensive ‘value-based’ corporate culture and identity-building program, and reflects on how both the making and the reception of the programme can be understood in light of the three main ways of talking...

Marketers have to understand how the information that consumers associate with a company and its products affects their responses to those products. Adressing this issue, Markus Meierer analyzes firstly if consumers from Germany, France, Romania, Russia, and the USA perceive an internationally...