... © Emerald Publishing Limited 2017 Emerald Publishing Limited Licensed re-use rights only Emerging markets Brand image International marketing Brand associations Brand concept map Globalization has influenced countries, consumers and business practices all around the world...

... members of the team. International business Business education International marketing Business ethnic More than seven decades ago, Joseph Schumpeter regaled us with the concept of creative disruption. He presented successful innovation as only a temporary market power, which, though...

... in management (Evans and Mavondo, 2002). Computer software Qualitative research International marketing Knowledge management Constantly changing business environments in the present age of globalisation are creating new challenges for researchers as well as companies. As a result, established...

...Syed H. Rahman The importance and need for systematically evaluating and selecting potential foreign markets has been stressed by many researchers, and several models for selecting international markets have been prescribed. If models are simplified pictures of reality, current IMSP models do...

...Alan S. Zimmerman; Michael Szenberg While it is well accepted that good research is essential to developing the most effective international marketing strategies, until recently many warned that using qualitative techniques was fraught with pitfalls. However, no study had been completed which...

... of the advertising campaign. Accordingly, a small Research Project Group comprising the Global Marketing Director, the International Account Planner of the advertising agency and the International Marketing Research Consultant retained by Seagram met to consider the most appropriate form of consumer research...