... was adopted. By using case studies and storytelling qualitative research methods, the empirical setting was related to the acquisitions undertaken by Chinese companies in Germany. Findings The authors identified three mechanisms for brand management in the post-acquisition integration of emerging market...

..., the results are limited in terms of generalizability. Practical implications In order to address the ecocentric value orientation in the analyzed individualistic societies, marketers should emphasize benefits for the environment in the USA, Canada, Australia, and Germany. By contrast, the positive...

... of this paper is to assess such a domestic‐country bias (DCB) in the German market. Design/methodology/approach This study empirically investigates DCB across six countries and 14 product categories in the Germany market. By so doing, it replicates an earlier study conducted in the UK. Ordered logit...

... to reject the products and the brands because of the ads. A survey of 563 respondents aged 17‐58 from urban China (Shanghai) and Germany was conducted in October 2005 and June 2006. A questionnaire with six print advertisements containing sexism and other themes was constructed. Data were collected through...

... in Brazil, Germany, and Taiwan and shows that cultural adaptation is an important explanatory variable that should be included in the TAM when exploring cross‐cultural issues. Originality/value The value of this paper is that it not only extends the use of TAM to study user acceptance of international e...

... etal., 1990). © MCB UP Limited 2001 France Germany Marketing strategy Headquarters Subsidiaries United Kingdom A study of the international marketing strategies of French and German competitors is of particular interest because they are the third and fourth largest...

...Barbara Mueller Print and television advertisements for American products appearing in the USA, Germany and Japan are content analysed to explore factors influencing the usage of standardised versus specialised approaches in multinational advertising. Three factors are examined: market distance...