Marketing Agility in MNC Subsidiaries

Balancing Global Efficiency with Local Responsiveness 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...

What Drives Royalty Rates in International Franchising?

The Significance of Franchising in the Global Economy 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...

What Explains Consumers’ Global Brand Preferences?

Understanding Consumers’ Global Brand Preferences The globalization of marketplaces has fueled significant academic interest in understanding why consumers may prefer global brands over local ones. Researchers have explored various consumer dispositions—such as...

Not All Wrongdoing Companies Are Equal in the Public Eye

Consumer Reactions to Corporate Crises Corporate crises—those extraordinary critical events that can result in physical harm, financial loss, or environmental damage—often lead to significant backlash from consumers. When a company is at fault, it can face severe...

Global vs. Local Branding in the Era of Post-Globalization

Branding Across Globalization Stages In today’s rapidly changing global marketplace, brands face the challenge of navigating consumer perceptions that vary significantly depending on the level of globalization in their respective markets. Countries exhibit differing...