The aim of this study is to provide a new insight into the “cause-effect” chain that “traditional” research on international promotional standardisation has neglected. A theory will be used as a conceptual base to formulate the research framework. This will identify key environmental and internal strategic factors as drivers and consequences of MNCs subsidiaries and Agencies’ promotional standa...

Manufacturers are not necessarily in the "prisoner's dilemma" with their promotional spending. A small share brand may be made better off by promoting even if its behavior triggers a promotional response from larger share conpetitors. Given the seeming inevitability of promotional activity, we consider the management of promotional expenditures across a product line. A manufacturer with two bra...