Brand Origin: What Happens When Consumers Get It Wrong?

Country-of-Origin: What Happens When Consumers Get It Wrong? The country-of-origin effect is a well-established phenomenon in international marketing and consumer behavior research. Consumers often associate certain intrinsic qualities of a product or brand with the...

Brand Globalness: More Than Just Geographical Reach

What Does “Global” Mean Anyway? Many multinational corporations have streamlined their brand portfolios, focusing on brands with significant global business potential. Traditionally, the concept of “brand globalness” has been linked to enhanced...

What We (Don’t) Know About Marketing Standardization vs. Adaptation

The Standardization vs. Adaptation Dilemma In today’s globalized business environment, companies of all sizes—from large multinational corporations to medium-sized enterprises and international start-ups—are increasingly generating significant shares of their revenues...