"Customer equity has emerged as the most important metric to manage firm performance. This Handbook covers a broad range of strategic and tactical issues related to defining, measuring, managing, and implementing the customer equity metric for maximizing firm performance. Drawing upon the wisdom...

This manual provides guidance on how to measure and interpret measurements of globalization's extent and intensity. The manual defines concepts and puts forward guidelines for data collection and fine-tuning of globalization indicators. In particular, it looks at indicators related to foreign...

Rates of productivity growth slowed following the global financial crisis in nearly all OECD countries. Diverse national productivity performances are aggregates of the productivity performances of individual producers, which are influenced by organizational factors such as the quality of...

Introduction -- Brand identity and brand image -- Brand associations -- Brand personality -- Brand authenticity -- Perceived brand differentiation -- Attitudes toward the brand -- Experiential consumption with brands -- Consumers' emotions toward the brand -- Attachment to the brand --...