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Despite an increase of contributions towards brand orientation, contemporary theory widely lacks answers as to the 'extent' and 'the ways' in which organisational structure and geographical culture influence this process. In this paper, the perspective that individuals, organisations and societies have particular histories and cultures that affect the process of developing brand orientation is reinforced. We provide a conceptual discussion of structuration theory, applied to the brand orientation process in a culturally-diverse context. The structurationist perspective is supported, illustrated and elaborated by a case analysis, using the qualitative research approach of action learning/action research. We show that facilitating a brand orientation process in a culturally-diverse environment is a highly entrepreneurial activity: leaders of a company have to weave connections between company-external markets and their actors, between company-internal brand structures, processes as well as artefacts and employees through social interaction in an ongoing co-evolution.

This conceptual paper contributes to the nascent debate on a stronger appreciation of subsidiaries' contribution to knowledge creation and transfer within the Multinational Corporation (MNC) network reflected by increased levels of reverse and/or horizontal knowledge transfer. Furthermore, the current literature implies scattered evidence with respect to the influential factors and controversial power interests on behalf of the players involved: the MNC headquarter, the individual subsidiaries and between the subsidiaries. For this reason, the paper aims to develop a holistic conceptual framework as a basis for a future research agenda on multidirectional knowledge transfer driven by a concerted effort of all partners involved. Owing to its high cultural density and diversity in a close geographical space, Europe is regarded an ideal and vibrant setting for research on knowledge creation. As a side effect of an increased level of competitiveness, MNCs might play a significant role in contributing to the EU objectives of higher levels of prosperity of an ever more integrated economy and of new energies for the region's technological and industrial development.

The transition of Central and Eastern Europe toward a market economy affords new opportunities but also new risks to international marketers. Based on the work of the authors in the region, this article presents a perspective of the economic shifts which have taken place in these countries. A review of the available international marketing options is offered and a framework for the evaluation of market entry and marketing mix strategies which accommodate these shifts is developed. Emphasis is placed on the need for marketers to go beyond purely commercial criteria in their decision making, by considering the long‐term social and economic repercussions of their actions. 1997 John Wiley & Sons, Inc.

In light of persistent hard currency shortages, an increasing number of countries and firms resort to countertrade. Although this practice has the potential to become a major threat to the world trade framework, it is currently not specifically addressed by the General Agreement on Tariffs and Trade (GATT). From the context of the upcoming international trade negotiations, this article explores the extent to which countertrade practices are, and should be, incorporated into the GATT framework. It analyzes current GATT jurisdiction, presents policy considerations in favor of and against the inclusion of countertrade into the GATT, and addresses practical considerations to be kept in mind during negotiations on this issue.

This article presents an overview of the sweeping changes which have taken place in the global economy. Subsequently, the effects of these changes on U.S. consumer goods marketers are discussed. By linking together the implications of growing competitiveness, larger financial flows, and increasing foreign direct investment, the authors then suggest possible scenarios for future developments in consumer goods trade.

Opinion. Discusses an individual's views on the Japanese economy. Career of the individual; Purpose of a trip which the individual took to Japan; Reference to the Japan Marketing Association; Financial challenges facing Japan.

Deals with the opportunities that the Japanese market holds for United States (US) firms as of March 1, 2000. New forms of doing business that emerged; Why US firms are better positioned to take advantage of electronic commerce opportunities than Japanese companies; Reason for the less number of US firms in the Japanese market.

Looks at the Internet involvement and online capabilities of global corporations. Global orientation of the Web sites of the corporations; Opportunities to outperform competition in the electronic commerce field; Multicultural customer outreach efforts.

Looks at the future of trade in developing countries. Need to foster an integrated global economic framework; Things that should be considered by firms in developing countries to become competitive; Emerging trend in the industrialized world.

Focuses on the advantage and disadvantage brought by globalization to a country. Effect of globalization on the trade restrictions of a government; Effect of globalization to manufacturing industries; Factors that make a country highly resistant to imports; Possible implication of rapid change in competitiveness due to political and financial shifts.

Reports on the information revolution that shapes the way businesses, individuals and governments interact. Information on a Delphi study at Georgetown University on the views of business executives, policy-makers and researches around the world on the effects of these changes on employment; Three types of emerging professions; Responsibilities of employees in these professions.

Opinion. Argues in favor of bringing the economic process closer to the skill levels of the people to deal with structural unemployment. Threats faced by unskilled workers from corporate globalization outsourcing and investment migration; Limited success of education and training programs for workers; Importance of a process-technology focus.