Search results

With ever‐increasing profit and competitive pressures, manufacturers are looking toward the logistics process as a source of competitive advantage. A number of methodologies and information systems have evolved as ‘tools’ to aid in the exploitation of the potential of logistics. Many manufacturers have benefited significantly from the application of logistics tools. For others, primarily those which manufacture product to stock, the application of existing tools has produced less than expected results, and in some cases obscured opportunities. This discussion focuses on a relatively new methodology, Enterprise Logistics, and how it addresses the substantial opportunities for enhanced profitability and improved customer service which are oriented toward make‐to‐stock style manufacturers.

This paper's objectives are first to analyse the patterns of research on international brands and branding so far, secondly to provide a definition for international branding based on these previous studies in the field, and finally to suggest fruitful paths for future research in this area.

Content analysis of academic papers published in major marketing, advertising and international business journals.

The field of international branding is broad and has developed in the course of the last 30 years in different directions and with different understandings of what the term refers to. This paper gives an overview of these directions, of the different understandings of the term found in the literature, proposes a definition of international branding, and finally suggests paths for future research.

As with all literature reviews, this paper is limited to analysing works in a selection of the top academic journals in the field. However, a careful choice of the most important journals has been made, providing a good reflection of the knowledge in the area.

This appears to be the first literature review in the field of international branding and also the first to discuss the different interpretations of the term international branding that have developed over time. The authors also believe it is the first to offer a definition of the term in itself as well as in relation to international marketing.

This paper presents the findings of a survey of television advertisements broadcast on French and UK television channels. The findings show that advertisements which have elements common to both countries are still very much the minority. An analysis of the underlying spirit of national and partially standardised advertisements highlighted the difference in advertising styles between the two countries. UK advertisements continue to rely on humour or straightforward information, where their French counterparts rely on a dreamlike advertising style. These differences appear to be rooted in the individual national cultures and would seem to preclude the possibility of standardised cross‐cultural advertising for the majority of products in the short‐term.