Purpose – Intangibility plays a critical role in the field of services and brings great managerial problems to services firms, particularly for cross‐national firms that operate in unfamiliar host markets. This study attempts to explore how to raise the tangibility of services in foreign...

Purpose – This purpose of this paper is to facilitate the exploration of marketing strategy in general and branding strategy in particular for a non‐profit, governmental institution. Design/methodology/approach – Students are taken to 2005 when the Canadian Forces needed to increase...