Advertising: The Effectiveness Of Smaller Media And The Role Of Self-Selection
In this study, we conduct a large-scale empirical investigation to quantify the sales elasticity of smaller advertising media, such as billboards and cinema, which have often been neglected in the Read More »
Author: Steffi Frison, Peter De Maeyer, Marnik Dekimpe, Christophe Croux
Contributor: eb™ Research Team
Similarities And Differences In The Internationalization Patterns
In this paper we are going to conduct an exploratory research about the similarities and differences of the Uppsala, Born Global and Born Again Global models. We propose a pattern to explain these Read More »
A Meta-Analysis As A Tool For Improving Models Of Export Promotion Programs
A meta-analysis is a strategic tool to be used in developing new models based on existing ones found in the literature. The implementation of a meta-analysis on the current models of export promotion Read More »
European Franchise Expansion Into Latin America. Evidences From The Spanish Franchise System
Although the body on international marketing focuses on emerging markets is growing, the attention paid to the Latin American context continues to be very limited. In an attempt to enhance the Read More »
The Role Of Employee Creativity And Attention-To-Detail In Product Innovation
Product innovation has been identified as the key to firms’ marketplace success. Yet, the failure rate for new product is high. Because of the high costs associated with new product development, Read More »