The transition process of the formerly socialist economies of Eastern Europe dates back more than a decade. Whereas a few countries now entering the European Union experience significant progress some others, most notably the former CIS-countries including Russia, lag behind. Despite the central...

This research began with the question: why is the retailer brand market share of Tesco Korea higher than that of local Korean retailers? Of the foreign grocery retailers who have expanded into Korea, Tesco has achieved the most outstanding performance, with the highest retailer brand share in...

The market orientation literature distinguishes between market driven and market driving approaches. Although, most of the companies provided as examples of the latter approach have strong corporate brands, the corporate brand and associated brand values have not previously been considered as a...