... is to expand brand theory by linking it to administrative heritage in the context of the increasingly integrated global automobile industry. Design/methodology/approach Integrated case studies of Jaguar, Mercedes‐Benz, and Saab illustrate the effects of brand extension and dilution through the lenses...

..., the author does an admirable job of presenting widely applicable models and methods of categorization to explain success factors. The type of global brand knowledge presented would be useful to both local and global brand managers, distribution partners, suppliers and even governmental leaders...

... environmental level. © MCB UP Limited 1998 Clothing industry Designers Fashion Globalization Retailing Strategic planning Of the 105 international fashion designers identified, 78 currently have stores within Central London and 50 in Central New York. This reflects a significant...

...José F. Medina; Mike F. Duffy This paper argues that meanings given to “standardization” and “globalization” might have created some confusion and precipitated potentially misleading research results in the literature. The paper discusses the basic assumptions underlying the marketing function...

...John Fernie; Christopher Moore; Alexander Lawrie; Alan Hallsworth The globalization of fashion brands has occurred as major fashion designer houses have expanded their product ranges and diversified into middle‐market diffusion lines. Central London has been the target for some of this development...

...Rama Yelkur; Paul Herbig Explains the globalization of new products with the help of a global new product development model. Attempts to provide a framework for the new product development process, bearing in mind the increasing globalization of markets. Concludes that joint functioning...