Employing effective communication strategies is critical for international joint ventures (IJVs) operating in economies in transition. Theory suggests perceived cultural congruence enhances the effectiveness of communication in international relationships. The influence of perceived national...

Brands have become increasingly important as a foundation for competitive strategy. Unfortunately, although brand managers are responsible for brand strategy development and execution, little is known about what makes a brand manager effective. A model is developed to understand what intangible...

While a great deal of research has explored how international marketing strategy influences performance, researchers have paid scant attention to understanding changes to international marketing strategy resulting from firm reaction to past performance. In this study, organizational learning...

Economic and relational equity in global inter-organizational relationships can be enhanced if partners correctly attribute the cause of noncooperative incidents and employ appropriate response strategies. Integrating attribution theory, national character theory and elements of the...

Should Multinationals be wary of the threat to their brand equity posed by their distributors, suppliers, advertising agencies or alliance partners? The firm's own corporate communication actions often create sufficient problems, if they are left unchecked. Now, the spectrum is raised regarding...

Effective communication between international business partners is critical for global success. Underlying national and organizational cultural differences in international business relationships creates hurdles to effective communication, hindering performance. To assist managers in...

Dynamic changes in the global marketplace have increased opportunities for marketing strategy standardization due to the convergence of cross-national market segments. An oversimplified understanding of the complexities of this convergence could lead to ineffective global marketing strategy...

Firm success is dependent, to a degree, on a marketing manager's ability to develop social capital within the firm's global network. A model is developed employing individual social capital (both internal and external) as the foundation for three types of firm level social capital (i.e.,...