Table of contents
How global brands create firm value: the 4V model
Jan-Benedict SteenkampThe purpose of this paper is to propose a conceptual framework – the 4V model – for better understanding how global brands create firm value. Organized around the global brand…
21276
The influence of national cultural values on the use of rewards alignment to improve sales collaboration
Peter Magnusson, Robert Peterson, Stanford A. WestjohnThe purpose of this paper is to explore how national cultural values affect sales collaboration directly and how it interacts with the firm's reward structure. The results are…
1956
Uncovering the influence of the international marketing function in international firms
Itzhak Gnizy, Aviv ShohamThe role played by the marketing function (MF) has been subjected to considerable academic and public media attention. Recent research reflects an ongoing debate on MF's…
10273
Use, abuse or contribute! : A framework for classifying how companies engage with country image
Niki Hynes, Barbara Caemmerer, Emeline Martin, Eliot MastersThe purpose of this paper is to examine the use of a positive country image (CI) by companies. First, it examines how organisations embed dimensions of a positive country image…
1507
ISSN:
0265-1335Online date, start – end:
1983Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Professor John Cadogan