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EUROPEAN PATENT LAWS AND DECISIONS: IMPLICATIONS FOR MULTINATIONAL MARKETING STRATEGY

Maronick, Thomas J. - In: International Marketing Review 5 (1988) 2, pp. 31-40

Marketing executives face numerous hurdles in introducing new products into foreign markets. This article examines the difficulties multinational firms face in patenting new products in the EEC, the difficulties they face in protecting those patents, and the steps the EEC has taken to facilitate...

Persistent link: https://www.econbiz.de/10014827933

Rent and the lessee

Pratten, J.D. - In: International Journal of Contemporary Hospitality Management 17 (2005) 2, pp. 157-169

Purpose – This paper considers the changes in the nature of the public house sector in the UK. Design/methodology/approach – Profiles the changing nature of the public house sector using published reports and current literature. Comments on the emerging trends and the impacts that they are...

Persistent link: https://www.econbiz.de/10014762702

The smoking ban in hospitality: a cross‐border perspective from Ireland

McNabb, Jennifer; Hearns, Niamh - In: International Journal of Contemporary Hospitality Management 17 (2005) 2, pp. 181-190

Purpose – This paper reflects on the recent introduction of a statutory smoking ban in workplaces in the Republic of Ireland (ROI). The aim of the research is to identify the arguments for and against statutory smoking bans and to explore the impact of such legislation on hospitality...

Persistent link: https://www.econbiz.de/10014762704

Internet gambling, credit cards and money laundering

Hugel, Paul; Kelly, Joseph - In: Journal of Money Laundering Control 6 (2003) 1, pp. 57-65

by Americans, but concludes that it is doubtful whether Internet gambling can be prohibited and that a licensing system …

Persistent link: https://www.econbiz.de/10014886011

Recent developments in regulating the pharmaceutical business in the EU

Earl‐Slater, Alan - In: European Business Review 96 (1996) 1, pp. 17-25

decide on applications for pan‐EU market licences. Explores the new EU licensing system, drawing from past and present …

Persistent link: https://www.econbiz.de/10014713512

“I want the one with Harry Potter on it”

Dammler, Axel; Middlelmann, Astrid V - In: Young Consumers 3 (2002) 2, pp. 3-8

Focuses on how brands can communicate that they are exactly what children want; they do this either by borrowing key symbols popular with the target groups, or by creating brand symbols which the target group will understand and like. Contrasts the attitudes to brand advertisements of younger...

Persistent link: https://www.econbiz.de/10015043980

Marketing to children (and mums) through children’s magazines

Cordy, Dawn - In: Young Consumers 5 (2004) 1, pp. 35-44

Demonstrates the popularity of children’s magazines in the UK, and the power of licensed characters for children up to seven years old; magazines aid in children’s self‐development, they are an alternative to sweets and TV as a treat, they have a variety of content, and they give parents...

Persistent link: https://www.econbiz.de/10015044045

Licence to thrill: selecting successful licences

Fillery, Ben - In: Young Consumers 7 (2006) 1, pp. 29-33

Explains the four principles of successful licensing in a cluttered marketplace: winning attention from the target …

Persistent link: https://www.econbiz.de/10015044126

The evolution of licensing

Parkhouse, Ben; Beswick, Adam - In: Young Consumers 7 (2006) 1, pp. 34-38

Looks at recent changes in licensing in the UK: these reflect awareness the increase in child obesity and changing … consumer attitudes and lifestyles. Traces the rise in family licensing over the last five years, following “Toy Story” and …: Hollywood has increasingly built film licences into brands in their own right, and coordinated licensing campaigns are another …

Persistent link: https://www.econbiz.de/10015044127

Licensing: food for thought

Dawn, Jason - In: Young Consumers 7 (2006) 1, pp. 39-42

revolutionised how brands appealed to children, and made licensing central to fast food marketing. Shows how broadcast advertising …

Persistent link: https://www.econbiz.de/10015044131