Purpose – The purpose of this study is to explore and conceptualize the process of how an emerging‐market firm develops a successful international brand. Design/methodology/approach – A qualitative case study approach was employed in this study. Two rounds of data collection were...

The current economic and social crisis has affected many aspects of contemporary business life. Marketing, as the cornerstone function of a firm, has also been dramatically affected. Marketing strategies and practices adopted by enterprises in the present Contemporary Environment have been...

Purpose – Risky and high‐risk alcohol consumption is prevalent amongst young females and university students. Relatively little research in Australia has focused on these groups. This study aims to use social marketing and consumer behavior principles to examine the attitudinal, normative...

Purpose – Understanding the drivers of young adults' healthy food choices is vital to addressing the public health issue of obesity. The healthy eating motives that underlay such consumer choice behavior are particularly important to the well‐being of society. This research is novel in that...

Three firms engaged in the heavy engineering industry undergoing the transition from organisational decline to recovery were studied in‐depth in a period of significant change for the industry. The purpose of the study was to explore the way in which leaders manage the company turnaround...