.... A majority of the studies that examine the advertising intensity/performance link rely solely on the resource-based view. The authors utilize a multi-theoretical perspective to provide a fine-grained understanding of this relationship. Moreover, the authors apply the investment expense view to examine...

... to internationalise rapidly. © Emerald Group Publishing Limited 2014 Intangible assets Retailers Speed Empirical study International business Internationalization International retailers Resource based view Knowledge based view Home-region concentration While time has traditionally been...