Purpose – The paper aims to examine the role of the media in encouraging corporate responsibility in the toy industry and question whether it acts responsibly itself in reporting in a balanced and fair way (telling toy stories) or whether it overindulges in scaremongering (telling horror...

Purpose – Trust is a key business value and a corner‐stone of all company‐consumer relationships, but is particularly critical in children's markets because of their vulnerability. This paper seeks to explore how trust is created between toy companies and parents, the main purchasers of...

The experience of the author and a review of the literature identifies a number ofpossible limitations in current theories of internationalization. Existing theoriescan be broadly classified under the headings of either "stage school" orcontingency theories. There appears to have been little...