Foreign sells: Why the country-of-origin effect is an important brand lever
Colorful advertisements, television ads and tourism: foreign influences in the major growth markets are gettin...
Colorful advertisements, television ads and tourism: foreign influences in the major growth markets are gettin...
In the past two years, Germany has defended its leading position as the leading country of origin of high-qual...
The strength of the “Swiss Made” brand is waning. This is the key message deduced from a survey conducted ...
Without a deep understanding of local culture and myths, hardly anything works in the major growth markets, ev...
As a result of rapid social and economic change all over the world, individualism is on the rise everywhere, e...
The rapid changes of our time lead to conflicts between cultural traditions and new ways of life. Career advan...
Insiders have known it all along: When foreign companies succeed in growth markets, half of the success factor...
The successful positioning of a brand is part of the high art of marketing. Based on complex factors, a concep...
Again and again, brand managers underestimate the simple fact that brands are first and foremost created in th...
Despite the protectionist demeanor in Washington D.C., German companies have realized record investments abroa...