Through their cross-border activities, multinational corporations (MNCs) are particularly exposed to potentially incompatible demands and expectations of varying institutional and cultural origin.
Managers today are aware of the fact that the brand name has become an important asset for the company and is required for their focus on creating brand equity. A strong brand is one that possesses
In the rapidly changing business environment, large organisations have become susceptible to their young, agile, frugal competitors who are rapidly making a dent in their established territories.
This empirical research investigates the influence of four predictors of actual purchase of local brand in Yemen. The exogenous variables examined are trust, advertising, family and purchase
In 2015, the United Nations agreed on 17 Sustainable Development Goals as the central normative framework for sustainable development worldwide. The effectiveness of governing by such broad global
