Purpose – The paper aims to motivate more rigorous theoretical and empirical specification of the home regionalization phenomenon, in particular the dynamics of shifting advantage over time within a multinational enterprise. It aims to improve dialogue among regionalization researchers....

The growing public concern that private corporations should not only earn reasonable profits and provide fair returns to shareholders, but also operate as good corporate citizens and socially responsible organizations, has spread to the largest transnational corporations (TNCs), and seems to...

Purpose – Traditional notions of culture have become unicorns: assumed creatures of the past, whose authenticity seems increasingly doubtful. It is required of us to rethink the boundaries of culture and social science; to develop our understanding of interdependency and instability in cultural...

Purpose – The purpose of this paper is to provide better understanding of potential foreign customers or satellite fans' perceptions of professional‐football brands, as this constitutes a necessary step toward setting up an internationalisation strategy to create a global...