ΑΡΘΡΑ
Comparisons of media types and congruence in positioning of service brands
Charles Blankson
Associate Professor of Marketing, University of North Texas.
Σταύρος Καλαφάτης
Professor of Business Marketing, Kingston Business School
Stanley Coffie
Ghana Institute of Management and Public Administration
Τσόγκας Μάρκος
Επίκουρος Καθηγητής Διεθνούς Μάρκετινγκ
Purpose - The relative congruence among intended, conveyed and perceived brand positions is important research task. As well, how to ensure such synergy and minimize incongruence is an important research question both to theory and to practice. (1) The purpose of this research is to undertake a comparative examination of the media types used in projecting positioning strategies of service brands, ... Περισσότερα
The overlooked distinction of multinational enterprise subsidiary learning: Its managerial and entrepreneurial learning modes
Παύλος Δημητράτος
Professor in Management, Business School of the University of Glasgow
Πλακογιαννάκη Εμμανουέλλα
Aναπληρώτρια Καθηγήτρια
Ιωάννης Θάνος
Lecturer in Strategic Management, University of Glasgow
Yrjö Kristian Förbom
The theme concerning modes of learning in multinational subsidiaries is the focus of enquiry in the current study. This theme is closely linked to the issue of how subsidiaries become alert and seize opportunities. Such an investigation is also important for management practice because effective subsidiary learning can render sustainable competitive advantage in the host country. We performed an ... Περισσότερα