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Brand strategies of Western MNCs as drivers of globalization in Central and Eastern Europe
16 references·5 citing·39 second hop
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References

  • 1994The Capabilities of Market-Driven Organizations6,532 cited
  • 1983THE GLOBALIZATION OF MARKETS3,411 cited
  • 1998Contemporary Strategy Analysis2,860 cited
  • 2010The fortune at the bottom of the pyramid2,366 cited
  • 1988Competition in Global Industries1,648 cited
  • 1991The borderless world: Power and strategy in the interlinked economy1,225 cited
  • 1999Marketing, Business Processes, and Shareholder Value: An Organizationally Embedded View of Marketing Activities and the Discipline of Marketing986 cited
  • 1989Standardization of International Marketing Strategy: Some Research Hypotheses949 cited
  • 1990The Borderless World946 cited
  • 2005Global marketing and advertising: understanding cultural paradoxes813 cited
  • 2003Global Shift: Reshaping the Global Economic Map in the 21st Century803 cited
  • 2004Consumer behavior and culture: consequences for global marketing and advertising766 cited
  • 1973Oligopolistic reaction and multinational enterprise747 cited
  • 2009Oligopolistic Reaction and Multinational Enterprise721 cited
  • 2004How global brands compete.650 cited
  • 1991

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Managing DMNCs: A search for a new paradigm
592 cited

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  • 2013Exploring the link between human resource practices and turnover in multi-brand companies: The role of brand units’ images28 cited
  • 2014Firm Value Effects of Global, Regional, and Local Brand Divestments in Core and Non‐Core Businesses21 cited
  • 2018The consumer value-based brand citizenship behavior model: Evidence from local and global coffee businesses20 cited
  • 2023Shifting Standards in Consumer Evaluations of Global and Local Brands After Product-Harm Crises13 cited
  • 2010Beer in the Ukraine: consumer choice criteria11 cited