Call for papers - Conference and IJRM special issue on Global Brand Management

摘要

The globalization of markets has put global brands on the center stage. The evidence is everywhere: on the streets, in stores, in homes, in the media. Global brands are exerting their power and influence within various economic, cultural, and psychological domains. In line with this increased importance, many multinational corporations have pruned their brand portfolios in favor of global brands. Such changes make global brands more important now than in the past. As the economic clout of global brands increases, decisions about their management become of paramount importance, raising new questions. How can global products and brands be created, managed, and marketed most efficiently and successfully? How do existing theories and constructs need to be modified, and what new frameworks need to be developed for academic and practitioner use?