Takes an historical perspective, considering the events leading to the sale of Habitat by the Storehouse group to the Swedish furniture retailer IKEA in October 1992. Focuses on the strategic issues involved in the acquisition of an international retailer by a retail organisation that is truly...

Looks at the implications of building brand equity in a marketing rather than balance sheet sense. Uses the case example of Chivas Regal to illustrate how the global brand of a multinational organisation can be developed and whether a “global” advertising campaign can be built. Examines the...

This paper presents the findings of a survey of television advertisements broadcast on French and UK television channels. The findings show that advertisements which have elements common to both countries are still very much the minority. An analysis of the underlying spirit of national and...