1. What is corporate level strategy? -- 2. Why do multibusiness firms exist? Theoretical approaches to diversification -- 3. Managing the multibusiness firm : theoretical approaches to corporate level strategy -- 4. Defining the business -- 5. Diversification strategies : creating corporate...

Purpose: Although multi-brand loyalty (MBL) in consumer markets has been identified in previous brand loyalty research, empirical studies have not yet explored the facets of its different types. This paper aims to have a deeper understanding of MBL by investigating its different types and...

Over decades, research on multinational enterprises’ (MNEs) strategies has been anchored in internalization theory. Strongly grounded in transaction cost economics to explain foreign market entry, it hardly explains how MNEs can build and sustain a competitive advantage. Thus, this paper aims...