The luxury industries are very important nowadays. However, it is commonly believed that
companies in the luxury supply chains are challenged by counterfeiting activities and the …

Fashion knockoffs are everywhere. Even in the out-of-the-way markets of highland
Guatemala, fake branded clothes offer a cheap, stylish alternative for people who cannot …

This article conducts a literature review on three gray market areas: strategy, legal issues,
and consumer behavior. Previous gray market strategy-based articles do not discuss the …

Purpose This study examines whether consumer brand engagement (CBE) can mitigate the
negative effects of economic animosity (EA) on purchase intention (PI) and strengthen the …

While establishing and managing effective quality and customer-centric processes are
typically discussed in the manufacturing sector, they can be a large part of the success of …

Immer mehr Unternehmen entscheiden sich für eine Markenallianz und suchen eine
passende Partner-Marke zur Einführung einer neuen Leistung. Trotz vieler Vorteile bergen …

Dans un contexte actuel de rémanence de crises des Institutions de Microfinance (IMF) au
Cameroun, une interrogation sur leur récurrence et des conséquences sur les …

Managing quality processes can be challenging for small firms due to the need to rapidly
change to fluctuations in the market and also because the products and services created are …

There is no greater leverage for revenues and profits than pricing. Unfortunately, setting
prices is also one of the most difficult decisions in global marketing. This chapter considers …

Following the Resource-Based View (RBV) of the firm, certain tactical and strategic
resources are harder to imitate than others, such as those containing the characteristics of …