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Fundamentals of Marketing Student Resources is no longer available and it was replaced by Fundamentals of Marketing 2e.
Research Insight 6.3
Research Insight 6.3
Throughout the textbook reference is made to seminal academic papers (as part of the Research Insights features) that can assist you in the further development of your understanding of a particular concept or theory that has been introduced. Organized by chapter, this resource provides links to these seminal papers.
Please note that your institution will require a subscription to the relevant journal for you to access the full text of the articles. If you are unsure how to do this, please contact your university librarian. Often professional bodies, such as the Chartered Institute of Marketing, also offer access to journals via their library services. Alternatively, you can purchase the articles directly from the source website.
Source: Holt, D. B., Quelch, J. A., and Taylor, E. L. (2004), ‘How global brands compete’, Harvard Business Review, 82(9), 68–81.
Abstract: https://hbr.org/2004/09/how-global-brands-compete
Insight: This is an important paper which all those interested in global marketing and global brands should read. The authors review the ways global brands compete and reflect on the need for companies to manage their national identities as well as their ‘globalness’.