This paper attempts to fill this gap in the literature by focusing on the influence of knowledge senders' willingness to share knowledge, their disseminative capacities and the knowledge-transfer opportunities they create on the effectiveness of knowledge transfer. We develop a theoretical...

Purpose – We perform an empirical analysis of the effects of global consumer culture positioning (GCCP) in TV advertisements on consumer's brand evaluations (perceived quality, perceived price, and brand prestige) and attitude toward brand. Also, we analyze the moderating roles of consumer...

This study investigates reverse knowledge transfer within 197 Chinese multinational corporations (MNCs), emphasizing the role of structural and relational embeddedness alongside industry knowledge intensity and MNC ownership. Findings reveal relational embeddedness directly enhances reverse...