The emergence of the Internet has completely revolutionised industries and has restructured their value chains. Traditional “bricks and mortar” businesses are facing the prospects of losing their competitive advantage owing to the emergence of new competitors in the “new economy”. The...

Advances in information technology have constantly impacted upon the global marketing strategies of firms. This paper assesses the implications that an Internet presence can bring to organisations’ global marketing strategies and evaluates the difficulties the Internet can pose to the global...

Purpose – Despite the significance of sound, hitherto the auditory dimension has been widely ignored with regard to corporate identity management and corporate communication. This paper aims to expand the domains of corporate identity and corporate communication by focusing on the auditory...

Purpose – The purpose of this paper is to explore how post-92 UK universities perceive and manage market orientation (MO) in their export operations of educational services to international students (i.e. export market orientation (EMO)) in the context of international student recruitment....

This paper reviews and critiques the standardization debate in international advertising strategy. First, the paper identifies the standardization, adaptation and compromise schools of advertising including their advantages and disadvantages and then presents some of the contingency models with...

Purpose – The purpose of this paper is to establish how sales are propelled when consumer spending level falls. Design/methodology/approach – Case study together with deductive research approach was used. Findings – While conventional marketing strategies did little to enhance sales,...