The globalization of brands is an evolutionary process that is determined by environmental and firm-level factors, including a brand's position in the firm's global brand architecture. A framework is developed incorporating aspects of environmental uncertainty, mimetic behavior, and experiential...

This paper investigates the role of cultural differences in the acceptance of new products, as moderated by socio‐economic variables. In order to assess the relationship, an analysis utilizing Hofstede's cultural dimensions, along with secondary data representing socio‐economic structure and...