This paper presents an approach to assessing the potential of countries to lead the global adoption of an innovation and to set a global product or process standard. It can be observed that the specific design of an innovation diffuses worldwide after it has been adopted in a single country. We...

The term “global brand” has become widely used by the media and by consumers. Although media and consumers call these brands “global” and centralized marketing departments manage these brands globally – are these “global brands” really global? Can we talk about truly global brand...

Brand experience has attracted a lot of attention in the Marketing practice. With consumers seeking not only functional benefits of a brand but also emotional experiences, brand experience theory attempts to provide answers on how brand experience can be measured and how it effects consumer...

This article proposes a method for reducing the complexity of decisions in the international procurement process. This procedure is part of the “Global Sourcing Management-Tool”, developed by the author in co-operation with the German mechanical engineering company Heidelberger...