Jean Jacques Lambin's research while affiliated with Università degli Studi di Milano-Bicocca and other places

Publications (2)

Article
Full-text available
The trend towards increased globalisation had a major impact on the branding strategies of international companies. Next to important economies of scale that a global brand can bring to the company, the advantage of benefiting from a unique worldwide image across markets is considered by managers as an important advantage to manage brands on a glob...
Article
Within the globalised economy, strategic marketing remains the best mechanism to adjust demand to supply, but it also triggers a virtuous circle of economic and social development, reinforced today by the social, cultural and technological changes observed in the market. These evolutions in the interconnected global economy create grounds for opt...

Citations

... Introduction (Schuiling and Lambin, 2005). A global brand too benefits from being driven by a single strategy like Visa's consistent "worldwide acknowledgement" position is much simpler for the company to manage handful of country-specific strategies (Aaker and Joachimsthaler, 1999). ...
... The sector is sensible to macroeconomic and political decision as well. For example, the terrorist attacks happened in the last ten years (Lambin, 2002) have affected the market and redirect the flow of students from one destination to another. ...