... Teaching methods Cross‐cultural management Knowledge transfer Russia Western Europe To understand, master and, most importantly, capitalise on the diversity of different cultures many scholars have devoted a substantial amount of time conducting cross‐cultural studies. Cultural dimensions...

...T.C. Melewar; David Hayday; Suraksha Gupta; Geraldine Cohen Purpose The purpose of this paper is to examine whether or not EU enlargement would cause companies to standardise their brand portfolios and the brands they offer, between Eastern and Western Europe. Design/methodology/approach...