The conceptualization and measurement of brand equity, including its sources and outcomes, are a challenging task, particularly in a global marketplace. This paper briefly describes how PepsiCo, Inc. conceptualizes and measures brand equity across brands, countries, and over time. Special...

Purpose – The ultimate purpose of this paper it to encourage international business scholars and managers to pay more attention to global social time when performing research and developing business strategy. Design/methodology/approach – Strategic reference point (SRP) theory is used as a...

Purpose – The purpose of this paper is to provide a comprehensive analysis of methodological issues that accompany the articles reviewing past research in strategic management. Design/methodology/approach – The topic of the philosophical underpinnings and implications of historicism in...