Marketing Agility in MNC Subsidiaries

The main challenge of multinational corporations (MNCs) is to balance local opportunity-seeking initiatives with global efficiency-oriented imperatives. Only if a subsidiary develops reliable local insights and a deep understanding of local customers can it...

What Drives Royalty Rates in International Franchising?

Franchising – a business arrangement in which a firm (the franchisor) permits another firm (the franchisee) to use its brand name and business format to market goods and services – is big business. Today, the franchising industry contributes more than $2 trillion per...

What Explains Consumers’ Global Brand Preferences?

The globalization of marketplaces has sparked strong academic interest in the factors that explain why consumers’ may prefer global brands over local brands. As a result, researchers have identified an array of consumer dispositions and brand characteristics...

How Luxury Brands Can Succeed in Social Media

Many luxury brands use social media channels, such as Facebook, Instagram, or Twitter, to communicate with consumers worldwide. The relevance of social media channels for luxury brand communication is likely to increase even more as luxury brands increasingly shift...