Executive Insights: Integrating Branding Strategy Across Markets: Building International Brand Architecture

Article Abstract:

In establishing a firm's visibility and position in international markets, brands are developed by firms as part of their marketing strategy. The design and management of the firm's international brand architecture is discussed.

Marketing NEC, Product information, Marketing, Brand name products, Brand names, Export marketing

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Culture matters: consumer acceptance of U.S. films in foreign markets

Article Abstract:

The impact of local culture on the box office performance of United States films shown in foreign markets is discussed.

Sales & consumption, Public affairs, Social aspects, Motion pictures, Movies, Market size, Foreign films, Foreign language movies

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On improving the conceptual foundations of international marketing research

Article Abstract:

A focus on the conceptual framework of traditional international marketing research concept and two new approaches for improving cross-cultural research along with concepts are presented.

Science & research, Management dynamics, Market Research, Market Research & Product Development, Research, Methods, Management, Marketing research, Company business management, Multiculturalism, International marketing

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