While it has long been recognised that standardisation-adaptation is a dynamic negotiation, less is known about the attendant processes within organisations. Accordingly, this study ‘pulls back the curtain’ on an innovative new global brand management strategy at Kimberly Clark (KC). An...

Lundstrom and Lamont's seminal article on consumer discontent was published in 1976. Since that time, the literature on consumer discontent has evolved and fragmented. New research themes include consumer satisfaction, customer relationship management, and consumer complaint behavior. While...

The term “global brand” has become widely used by the media and by consumers. Although media and consumers call these brands “global” and centralized marketing departments manage these brands globally – are these “global brands” really global? Can we talk about truly global brand...

Nowadays, many international businesses are experimenting with virtual communities of consumers in order to foster relationships between them and their customers. However, analysis of their strategies has rarely been considered in the existing literature. In this framework, our paper aims at...

The term 'global brand' has become widely used by the media and by consumers. Business week publishes annually its widely known ranking of the 'Best Global Brands' (with Coca-Cola as number 1 in the past years) and consumers on summer vacations purchase brands such as Heineken or Marlboro they...

China will boast a population of almost 500-million young people under age 30 by 2015. The sheer size of the Chinese youth market and young people’s discretionary income make this market one of the most sought-after in the world. The status and continuing development of Chinese youth...

Market competition drives organizations to higher efficiency. This paper analyses the relationship between the prevailing organization's market orientation and marketing innovation activities. The sample of organizations consists of business enterprises from the manufacturing sector in the Czech...