Purpose: The purpose is to explore the different and often contradictory perceptions individual managers have about corporate sustainability within a global retailer. Design/methodology/approach: A qualitative case study method is used, including interviews and document studies. The authors...

Purpose - The aim of this paper is to examine the relationship between corporate branding and market driving. This is achieved by focusing on key dimensions of brand identity such as brand values and staff behaviours, while acknowledging the role of vision and organizational culture. The links...

Purpose: The authors discuss a dominant logic as the main idea behind a global marketing logic (GML) of an MNE and investigate how local stakeholders’ influence the feasibility of applying the GML in emerging markets. The aim of the paper is to enhance the understanding of the factors that...