Table of contents
British Airways plc
Leo‐Paul Dana, Daniella Vignali“There is no sound reason to believe that there will not be a single global market in air transport”. Those were the words of Sir Colin Marshall, the chairman of British Airways…
Erratum
This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/00070709910278424. When citing the…
Global marketing of leisure software: a case study of Asian countries
Gordon Dixon, Peter KarboulonisAddresses issues of innovation in the global marketing of leisure industry software products. A strong marketing base is identified as being essential but identifying such a base…
National culture and preference for alternate accounting controls USA vs Mexico
Juan B. Garcia‐Sordo, Adrian Wong BarenInvestigates how differences in national culture affect the effectiveness of alternate accounting controls. This topic is becoming increasingly important as the trend towards…
Building generalizable SME international marketing models using case studies
Bill Merrilees, James H. TiessenBuilds a relevant model(s) of SME international marketing given the lack of well‐accepted theories to date. Twelve case study firms were analysed using a semi‐structured survey…
Control and support in an international franchise network
Barry QuinnA major gap in the international marketing literature is the nature of the international franchise relationship and, in particular, the mechanisms used to control and co‐ordinate…
The retail experience in airport departure lounges: reaching for timelessness and placelessness
Jennifer Rowley, Frances SlackIt is reasonable to assume that a sense of timelessness and placelessness is particularly likely to be experienced by travelers in transit, involved in international travel…
The impact of ethnocentrism on devising and implementing a corporate identity strategy for new international markets
Marlo Thomas, Helene HillPresents results on the issue of developing and implementing a corporate identity strategy when going international, and the potential implications of having an ethnocentric…
Bass plc An assessment, evaluation and recommendations for their strategic approach in entering foreign beer markets
Demetris Vrontis, Claudio VignaliAnalyses the strategy employed by Bass Plc within the competitive and aggressive beer industry. Focuses on the European beer industry and it is divided into three main parts. Part…
Strategic consequences of retail acquisition: IKEA and Habitat
Gary WarnabyTakes an historical perspective, considering the events leading to the sale of Habitat by the Storehouse group to the Swedish furniture retailer IKEA in October 1992. Focuses on…
Researching international “brand equity”: a case study
Len Tiu Wright, Clive NancarrowLooks at the implications of building brand equity in a marketing rather than balance sheet sense. Uses the case example of Chivas Regal to illustrate how the global brand of a…
ISSN:
0265-1335Online date, start – end:
1983Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Professor John Cadogan