... loyalty – and market share for different brand types (global versus local) in different country groups (developed versus emerging). Design/methodology/approach This paper combines consumer–survey-based data, experts' coding and retail panel data of fast-moving consumer goods (FMCG) brands in 29...

.... The study employed a 3 (comparative advertising intensity: noncomparative, indirect comparative, and direct comparative)×2 (product category involvement: low, high)×2 (sponsor brand's relative market share: market leader, other brand) between‐subjects factorial design. Findings The results suggest...

.... Evaluates the effects of adaptation on several dimensions of firm performance. Sales growth was the only dimension significantly affected by adaptation. © MCB UP Limited 1995 Customization Export Growth Market share Products As the dust has settled in the standardization‐adaptation...

...Masaaki Kotabe Based on the US Department of Commerce′s survey data of US direct investment abroad for 1977 and 1985, this study examines the shift in global market share of US multinational manufacturing firms for the 1977‐1985 period. Consolidated global market shares of US multinationals for 26...