Index Catalog // STAX

1. Exploring the role of marketing automation in fostering online engagement in business-to business settings

Creator:: Lehton, Sissi
Date:: 2024
Department, School or Faculty:: Department of Marketing

2. Brand influence on tourists’ booking intention across tourism sectors : evaluation of customer-based brand equity within package holidays

Creator:: Hartmann, Kim
Date:: 2024
Department, School or Faculty:: Department of Marketing

3. The impact of business model on innovation performance

Creator:: Chou, Chia-Hao
Date:: 2023 and 2024
Department, School or Faculty:: Department of Marketing

4. An investigation of the interventional role of perceived norms on greener choice

Creator:: Zhou, Yuanyuan
Date:: 2024 and 2023
Department, School or Faculty:: Department of Marketing

5. Vogues changing faces : a critical visual analysis of the celebrity-fashion alliance through an intersectional and neoliberal feminist discourse lens

Creator:: Mainz, Marsaili
Date:: 2023
Department, School or Faculty:: Department of Marketing

6. Automated technologies: how do they enable value co-creation, value co-destruction & customer brand engagement?

Creator:: Mwenje, Tichakunda
Date:: 2023
Department, School or Faculty:: Department of Marketing

7. Transformative service experiences in a mundane service setting

Creator:: Abu, Mimi Liana
Date:: 2023
Department, School or Faculty:: Strathclyde Business School and Department of Marketing

8. Creating a circular revolution : the Glasgow textile sector

Creator:: Darbyshire, Victoria Louise
Date:: 2023
Department, School or Faculty:: Department of Marketing and Strathclyde Business School

9. Sensing the future : exploring the factors influencing adoption of IoT at an organisational level in a sustainable Commercial Real Estate (CRE) context

Creator:: Scally, Thomas
Date:: 2022
Department, School or Faculty:: Department of Marketing

10. Comparative study of international marketing strategy of Japanese and Taiwanese CNC machine tool industry in the ASEAN region

Creator:: Chan, Kah Chee
Date:: 1994
Department, School or Faculty:: Department of Marketing

11. “Generally, I live a lie” : a study of transgender consumer vulnerability

Creator:: Duncan-Shepherd, Sophie
Date:: 2022
Department, School or Faculty:: Department of Marketing

12. Taste for luxury, preference for counterfeits

Creator:: Sorochynska, Karyna
Date:: 2023
Department, School or Faculty:: Department of Marketing

13. An investigation of consumer engagement with Internet of Things in the context of smart meter in-home displays

Creator:: Sagmanli, Semih
Date:: 2022
Department, School or Faculty:: Department of Marketing

14. An analysis of strategic resources in structurally diversified small farm businesses

Creator:: Obi, Afamefuna
Date:: 2022
Department, School or Faculty:: Department of Marketing

15. Community food providers as a response to food poverty : an institutional theory perspective

Creator:: Gordon, Katy
Date:: 2021 and 2022
Department, School or Faculty:: Department of Marketing and Hunter Centre for Entrepreneurship

16. Staging, experiences and outcomes in dark tourism settings

Creator:: Charusalaipong, Praosiri
Date:: 2022
Department, School or Faculty:: Department of Marketing

17. Mainstreaming sustainable fashion? : the role of sustainable fashion influencers

Creator:: Mukendi, Amira Monaie
Date:: 2021 and 2022
Department, School or Faculty:: Strathclyde Business School and Department of Marketing

18. Verifying Authenticity: Blockchain Technology as a tool to rebuild consumer trust in brand authenticity claims.

Creator:: Caulfield-Bailey, Lauren
Date:: 2022
Department, School or Faculty:: Department of Marketing

19. Learning by internationalisation : the case of Syrian firms

Creator:: Kasem, Laila
Date:: 2016
Department, School or Faculty:: Department of Marketing

20. Investigating consumer confusion from a cultural perspective : evidence from the Saudi Arabian smartphone market

Creator:: Alyahya, Mansour
Date:: 2019
Department, School or Faculty:: Department of Marketing

21. When engagement is for self-presentation : the role and impact of the ideal-self in social media engagement

Creator:: Thanvarachorn, Archareeporn
Date:: 2021 and 2020
Department, School or Faculty:: Department of Marketing and Strathclyde Business School

22. Examining consumers' continued use of retailers' branded mobile applications

Creator:: Al-Nabhani, Khalid
Date:: 2019
Department, School or Faculty:: Department of Marketing

23. Customer experience in the business-to-business context, drivers, measures and consequences

Creator:: Almoraish, Ahmed Abdulwadod Saeed
Date:: 2021
Department, School or Faculty:: Department of Marketing and Strathclyde Business School

24. The influence of social eWOM information on attitude formation for aesthetic products : the case of fine art

Creator:: Stankovic, Tajana
Date:: 2018
Department, School or Faculty:: Department of Marketing

25. Creativity and the corporate brand within small to medium sized creative organisations

Creator:: Powell, Shaun Michael
Date:: 2005
Department, School or Faculty:: Department of Marketing

26. Marketing and export success

Creator:: Zeid, Eldessuki H. A.
Date:: 1981
Department, School or Faculty:: Department of Marketing

27. The effect of internal market orientation, internal dynamics and knowledge management strategies on NSD project performance

Creator:: Boukis, Achilleas
Date:: 2014
Department, School or Faculty:: Department of Marketing

28. Customer adoption of internet banking : a cross-national study in Scotland and Nigeria of a proposed model of universal determinants

Creator:: Onyia, Okey Peter
Date:: 2009
Department, School or Faculty:: Department of Marketing

29. Customer relationship management (CRM) : the effect of organisational culture - a longitudinal case study

Creator:: Plakoyiannaki, Maria - Emmanuella
Date:: 2002
Department, School or Faculty:: Department of Marketing

30. Competition strategies in international markets : The role of entrepreneurial orientation and the internet on the export performance of UK based small and medium sized enterprises

Creator:: Abdel-Aziz Mostafa, Rasha Hussein
Date:: 2003
Department, School or Faculty:: Department of Marketing

31. The marketing of non-profit organisations : a study of the application of marketing techniques and practices in the Scottish arts organisations

Creator:: Hussein, Hussein Mousa Ragheb
Date:: 1982
Department, School or Faculty:: Department of Marketing

32. Delivering ancestral tourism in an urban, heritage organisation

Creator:: Johnstone, Jane Hamilton
Date:: 2020
Funder:: Arts and Humanities Research Council, University of Strathclyde, and Glasgow Life
Department, School or Faculty:: Department of Marketing

33. The interplay between social capital and the development of small professional firms

Creator:: Stringfellow, Lindsay
Date:: 2010
Department, School or Faculty:: Department of Marketing

34. "Consuming Kate" : unpacking royal celebrity

Creator:: Logan, Ashleigh
Date:: 2013
Department, School or Faculty:: Department of Marketing

35. The role of business relationships in export market knowledge acquisition and export performance of UK small medium sized enterprises

Creator:: Phiri, Thandiwe
Date:: 2009
Department, School or Faculty:: Department of Marketing

36. Marketing Scotland's museums and galleries

Creator:: Bradford, Hugh
Date:: 1992
Department, School or Faculty:: Department of Marketing

37. Negatively-valenced influencing behaviour: forms, triggers and impacts

Creator:: Azer, Jaylan
Date:: 2018
Department, School or Faculty:: Department of Marketing

38. A study of target receivers' perception of the process of endorsement in advertising

Creator:: Fahad, Ghalib A.
Date:: 1985
Department, School or Faculty:: Department of Marketing

39. International strategy in professional business service industries : the case of the international marketing communications sector in UK

Creator:: Boojihawon, Dev K.
Date:: 2003
Department, School or Faculty:: Department of Marketing

40. The assimilation of information technology in marketing practice : a stages theory - transactional to relational marketing approach

Creator:: Brady, Mairead
Date:: 2001
Department, School or Faculty:: Department of Marketing

41. The impact of Middle East oil on world oil prices 1973-83

Creator:: Zainabdin, A. S.
Date:: 1977
Department, School or Faculty:: Department of Marketing

42. Purchasing development

Creator:: Jones, David Meirion
Date:: 1997
Department, School or Faculty:: Department of Marketing

43. Marketing of management education : a case study related to the Strathclyde Business School

Creator:: Palihawadana, D.
Date:: 1992
Department, School or Faculty:: Department of Marketing

44. Keeping clients in line : a grounded theory explaining how veterinary surgeons control their clients

Creator:: Guthrie, Wendy
Date:: 2000
Department, School or Faculty:: Department of Marketing

45. The internationalisation of the British construction consulting sector and technology transfer in developing countries

Creator:: Mansfield, Nigel R.
Date:: 1990
Department, School or Faculty:: Department of Marketing

46. Marketing and competitiveness : a survey of current practice and performance in the UK textile machinery industry

Creator:: Abdel-Mohsen, Tawfik Mohamed
Date:: 1986
Department, School or Faculty:: Department of Marketing

47. Consumer policy in the less developed countries : a Saudi Arabian context

Creator:: Habib, Raad Abdul-Kareem
Date:: 1988
Department, School or Faculty:: Department of Marketing

48. Ambivalences of consuming social technology : understanding how the practice of friendship and construction of the public self have been affected by social technology

Creator:: Anderson, Stephanie Louise
Date:: 2013
Department, School or Faculty:: Department of Marketing

49. "Narratives of redemption" : consumers' identity re-construction after having overcome a spell of poverty

Creator:: Stephan, Julius Michael
Date:: 2020
Department, School or Faculty:: Department of Marketing

50. High growth firms in Scotland : customer perceived value creation and rapid firm growth

Creator:: Mawson, Suzanne
Date:: 2013
Department, School or Faculty:: Department of Marketing

51. An empirical investigation of radical innovation growth through a capabilities and dynamic capabilities lens

Creator:: Bauwen, Guy A.
Date:: 2011
Department, School or Faculty:: Department of Marketing

52. International opportunity enactment by small and medium sized enterprises in the UK

Creator:: Mamun, Khandker Md Nahin
Date:: 2015
Department, School or Faculty:: Department of Marketing

53. Examining the online customer experience during a utilitarian search for online business advisory information and services

Creator:: McLean, Graeme
Date:: 2015
Department, School or Faculty:: Department of Marketing

54. International strategic alliances in the UK fresh produce industry

Creator:: Gibbs, Juliette
Date:: 2003
Department, School or Faculty:: Department of Marketing

55. Search behaviour : an analysis of information collection and usage during the decision process

Creator:: Fletcher, Keith, 1948-
Date:: 1986
Department, School or Faculty:: Department of Marketing

56. Constructing a practioner-based model of selecting celebrity endorsers

Creator:: Erdogan, Bayram Zafer
Date:: 2000
Department, School or Faculty:: Department of Marketing

57. Relationship governance: structure and performance in industrial markets

Creator:: O'Toole, Thomas
Date:: 1997
Department, School or Faculty:: Department of Marketing

58. Perception and management of risk in the construction industry

Creator:: Orsaah, Sylvester
Date:: 1984
Department, School or Faculty:: Department of Marketing

59. Framing practices, spaces and socialities of consumption in vintage

Creator:: Duffy, Katherine M.
Date:: 2014
Department, School or Faculty:: Department of Marketing

60. National and organisational cultures and the influences on cross-border post-acquisition management and performance

Creator:: Quah Li-Anne, Penelope Elizabeth
Date:: 2003
Department, School or Faculty:: International Business Unit and Department of Marketing

61. Culture and consumer behaviour : the influence of culture on family planning behaviour in Malaysia

Creator:: Kamaruddin, Abdul Razak
Date:: 1993
Department, School or Faculty:: Department of Marketing

62. "Talkin' 'Bout Regeneration" : exploring place consumption, consumer and spatial vulnerability in a neighbourhood community

Creator:: Goode, Amy
Date:: 2018
Department, School or Faculty:: Department of Marketing

63. Analysing the critical influences on export entrepreneurship in a developing country environment : a focus on Nigerian manufacturing firms

Creator:: Ibeh, Kevin Iyk Nnamdi
Date:: 1998
Department, School or Faculty:: Department of Marketing

64. Key elements of building and developing online communities

Creator:: Ennen, Matthias
Date:: 2013
Department, School or Faculty:: Department of Marketing

65. Investigation into the dynamics of the B2B service of Audience Development agencies

Creator:: Reid, Emma A.
Date:: 2016
Department, School or Faculty:: Department of Marketing

66. The generative routine dynamics of internship/work placements : an exploration of process dynamics facilitating knowledge creating

Creator:: Horan, Conor
Date:: 2016
Department, School or Faculty:: Department of Marketing

67. A human interaction approach to networking capabilities and international opportunity enactment : an exploration of German high-technology manufacturing SMEs

Creator:: Schellenberg, Michael Andreas Nicolas
Date:: 2017
Department, School or Faculty:: Strathclyde Business School and Department of Marketing

68. Factors associated with successful exporters : empirical evidence from Malaysia

Creator:: Mohamad, Osman Bin
Date:: 1994
Department, School or Faculty:: Department of Marketing

69. Virtual globals - marketspace and the internationalism of small technology-based firms

Creator:: Brock, Jèurgen Kai-Uwe
Date:: 2000
Department, School or Faculty:: Department of Marketing

70. Mind stretching : a grounded theory for enhancing organisational creativity

Creator:: Andriopoulos, Constantine A.
Date:: 2000
Department, School or Faculty:: Department of Marketing

71. The process and influence of tobacco marketing communications on young people : a qualitative and quantitative study

Creator:: McFadyen, Lynn
Date:: 2001
Department, School or Faculty:: Department of Marketing

72. The contribution of market orientation to business success in the Libyan transitional economy : a mixed-methods approach

Creator:: Elkrghli, Sabri G. M.
Date:: 2010
Department, School or Faculty:: Department of Marketing

73. Innovation in a high technology B2B context : exploring networks, processes and management

Creator:: Möhring, Monika Maria
Date:: 2013
Department, School or Faculty:: Department of Marketing

74. Entrepreneurial orientation and marketing capabilities : a study on the performance of small and medium enterprises in the United Kingdom

Creator:: Siampos, Anastasios
Date:: 2019
Department, School or Faculty:: Department of Marketing

75. The management of customer feedback in the development of service orientation in the public sector

Creator:: Caemmerer, Barbara
Date:: 2006
Department, School or Faculty:: Department of Marketing

76. Willingness to pay for customized solutions in a B2B environment : evaluating different buying groups based on a maintenance case study

Creator:: Dammann, Sven
Date:: 2013
Department, School or Faculty:: Department of Marketing

77. The grey market and the service encounter : an investigation of satisfiers, dissatisfiers and complaining behaviour

Creator:: Grougiou, Vassiliki Elias
Date:: 2008
Department, School or Faculty:: Department of Marketing

78. The strategic value of pioneering as a strategy and pioneering advantages in the context of FMCG brands entering new geographic markets

Creator:: Becker, Sven H.
Date:: 1995
Department, School or Faculty:: Department of Marketing

79. Investigating the impact of strategic brand management on export performance in the B2B context

Creator:: Pyper, Keith
Date:: 2018
Department, School or Faculty:: Department of Marketing

80. Exploring leaders' strategies for managing negative emotions of sales people

Creator:: Alame, Fouad M.
Date:: 2016
Department, School or Faculty:: Department of Marketing

81. Canadian SMEs, export barriers and the internet

Creator:: Maltby, Neil
Date:: 2011
Department, School or Faculty:: Department of Marketing

82. Alliances and acquisitions : the selection process in the civil airline industry

Creator:: Signorini, Alessandro
Date:: 2012
Department, School or Faculty:: Department of Marketing

83. Unpacking visitor engagement : examining drivers of engagement in museums

Creator:: Taheri, Babak
Date:: 2011
Department, School or Faculty:: Department of Marketing

84. Online branding and communications : the theories and principles of semiotics - the case of the Highland Park web site

Creator:: Grumball, Sarah Cara
Date:: 2012
Department, School or Faculty:: Department of Marketing

85. A study of consumers' identity construction within food culture

Creator:: Tonner, Andrea
Date:: 2012
Department, School or Faculty:: Department of Marketing

86. The international marketing of educational services : implications for long-term policy planning

Creator:: Roche, Damien
Date:: 1992
Department, School or Faculty:: Department of Marketing

87. The analysis of consumers' decision-making style dimensions across different product classes

Creator:: Saleh, Rosli Bin
Date:: 1998
Department, School or Faculty:: Department of Marketing

88. Reputation interrupted : microblog eWOM brand image disruptions in a shareworthy world

Creator:: Barhorst, Jennifer Brannon
Date:: 2017
Department, School or Faculty:: Department of Marketing

89. The gradation of destination loyalty : a discussion on destination loyalty with the integration of theories of place attachment and existential authenticity

Creator:: Chi, Shan Ju (Christine)
Date:: 2012
Department, School or Faculty:: Department of Marketing

90. Response to foreign investment regulations in Nigeria : the bargaining power model

Creator:: Ndackson, Danjuma
Date:: 1987
Department, School or Faculty:: Department of Marketing

91. Exploring the meanings of alternative consumption spaces : a visual analysis of the Barras marketplace

Creator:: Cydzik, Anna
Date:: 2016
Department, School or Faculty:: Department of Marketing

92. Achieving competitive advantage in financial services through a strategic alignment of Relationship Marketing and Human Resource Management

Creator:: Giannakis, Damian
Date:: 2012
Department, School or Faculty:: Department of Marketing

93. The role of government in small-firm internationalisation : a comparative study of export promotion in Finland, Ireland and Norway, with specific reference to the computer software industry

Creator:: Bell, James David
Date:: 1994
Department, School or Faculty:: Department of Marketing

94. The impact of foreign direct investment upon parent companies' competitiveness : an empirical study on Singaporean industrial multinational enterprises

Creator:: Lee, Angie Lay Kiok
Date:: 1993
Department, School or Faculty:: Department of Marketing

95. Antecedents, policies and practices of promotional standardisation strategy : a comparison of British MNC's and advertising agencies in three countries across the European Union

Creator:: Stewart, Malcolm Hynd
Date:: 2012
Department, School or Faculty:: Department of Marketing

96. An exploration of the processes and implications of strategic alliances and supplier partnerships : A theoretical synthesis

Creator:: Oburai, Prathap
Date:: 2001
Department, School or Faculty:: Department of Marketing

97. Religious consumption : an investigation into the ways in which the current financial crisis has affected the consumption of mass amongst Catholic consumers

Creator:: Higggins, Leighanne
Date:: 2010
Department, School or Faculty:: Department of Marketing

98. Small firm strategic alliances : the UK hotel industry

Creator:: Morrison, Alison J.
Date:: 1995
Department, School or Faculty:: Scottish Hotel School and Department of Marketing

99. The significance of ethnic ties and entrepreneurial networks in the internationalization of the firm : case study : the internationalization of UK Indian enterprises

Creator:: Hayer, Jaswinder Singh
Date:: 2001
Department, School or Faculty:: Department of Marketing

100. International expansion of small high technology based firms : the role of external linkages in international growth and development

Creator:: Jones, Marian Vanessa
Date:: 1998
Department, School or Faculty:: Department of Marketing

Search Constraints

Search Results

1. Exploring the role of marketing automation in fostering online engagement in business-to business settings

2. Brand influence on tourists’ booking intention across tourism sectors : evaluation of customer-based brand equity within package holidays

3. The impact of business model on innovation performance

4. An investigation of the interventional role of perceived norms on greener choice

5. Vogues changing faces : a critical visual analysis of the celebrity-fashion alliance through an intersectional and neoliberal feminist discourse lens

6. Automated technologies: how do they enable value co-creation, value co-destruction & customer brand engagement?

7. Transformative service experiences in a mundane service setting

8. Creating a circular revolution : the Glasgow textile sector

9. Sensing the future : exploring the factors influencing adoption of IoT at an organisational level in a sustainable Commercial Real Estate (CRE) context

10. Comparative study of international marketing strategy of Japanese and Taiwanese CNC machine tool industry in the ASEAN region

11. “Generally, I live a lie” : a study of transgender consumer vulnerability

12. Taste for luxury, preference for counterfeits

13. An investigation of consumer engagement with Internet of Things in the context of smart meter in-home displays

14. An analysis of strategic resources in structurally diversified small farm businesses

15. Community food providers as a response to food poverty : an institutional theory perspective

16. Staging, experiences and outcomes in dark tourism settings

17. Mainstreaming sustainable fashion? : the role of sustainable fashion influencers

18. Verifying Authenticity: Blockchain Technology as a tool to rebuild consumer trust in brand authenticity claims.

19. Learning by internationalisation : the case of Syrian firms

20. Investigating consumer confusion from a cultural perspective : evidence from the Saudi Arabian smartphone market

21. When engagement is for self-presentation : the role and impact of the ideal-self in social media engagement

22. Examining consumers' continued use of retailers' branded mobile applications

23. Customer experience in the business-to-business context, drivers, measures and consequences

24. The influence of social eWOM information on attitude formation for aesthetic products : the case of fine art

25. Creativity and the corporate brand within small to medium sized creative organisations

26. Marketing and export success

27. The effect of internal market orientation, internal dynamics and knowledge management strategies on NSD project performance

28. Customer adoption of internet banking : a cross-national study in Scotland and Nigeria of a proposed model of universal determinants

29. Customer relationship management (CRM) : the effect of organisational culture - a longitudinal case study

30. Competition strategies in international markets : The role of entrepreneurial orientation and the internet on the export performance of UK based small and medium sized enterprises

31. The marketing of non-profit organisations : a study of the application of marketing techniques and practices in the Scottish arts organisations

32. Delivering ancestral tourism in an urban, heritage organisation

33. The interplay between social capital and the development of small professional firms

34. "Consuming Kate" : unpacking royal celebrity

35. The role of business relationships in export market knowledge acquisition and export performance of UK small medium sized enterprises

36. Marketing Scotland's museums and galleries

37. Negatively-valenced influencing behaviour: forms, triggers and impacts

38. A study of target receivers' perception of the process of endorsement in advertising

39. International strategy in professional business service industries : the case of the international marketing communications sector in UK

40. The assimilation of information technology in marketing practice : a stages theory - transactional to relational marketing approach

41. The impact of Middle East oil on world oil prices 1973-83

42. Purchasing development

43. Marketing of management education : a case study related to the Strathclyde Business School

44. Keeping clients in line : a grounded theory explaining how veterinary surgeons control their clients

45. The internationalisation of the British construction consulting sector and technology transfer in developing countries

46. Marketing and competitiveness : a survey of current practice and performance in the UK textile machinery industry

47. Consumer policy in the less developed countries : a Saudi Arabian context

48. Ambivalences of consuming social technology : understanding how the practice of friendship and construction of the public self have been affected by social technology

49. "Narratives of redemption" : consumers' identity re-construction after having overcome a spell of poverty

50. High growth firms in Scotland : customer perceived value creation and rapid firm growth

51. An empirical investigation of radical innovation growth through a capabilities and dynamic capabilities lens

52. International opportunity enactment by small and medium sized enterprises in the UK

53. Examining the online customer experience during a utilitarian search for online business advisory information and services

54. International strategic alliances in the UK fresh produce industry

55. Search behaviour : an analysis of information collection and usage during the decision process

56. Constructing a practioner-based model of selecting celebrity endorsers

57. Relationship governance: structure and performance in industrial markets

58. Perception and management of risk in the construction industry

59. Framing practices, spaces and socialities of consumption in vintage

60. National and organisational cultures and the influences on cross-border post-acquisition management and performance

61. Culture and consumer behaviour : the influence of culture on family planning behaviour in Malaysia

62. "Talkin' 'Bout Regeneration" : exploring place consumption, consumer and spatial vulnerability in a neighbourhood community

63. Analysing the critical influences on export entrepreneurship in a developing country environment : a focus on Nigerian manufacturing firms

64. Key elements of building and developing online communities

65. Investigation into the dynamics of the B2B service of Audience Development agencies

66. The generative routine dynamics of internship/work placements : an exploration of process dynamics facilitating knowledge creating

67. A human interaction approach to networking capabilities and international opportunity enactment : an exploration of German high-technology manufacturing SMEs

68. Factors associated with successful exporters : empirical evidence from Malaysia

69. Virtual globals - marketspace and the internationalism of small technology-based firms

70. Mind stretching : a grounded theory for enhancing organisational creativity

71. The process and influence of tobacco marketing communications on young people : a qualitative and quantitative study

72. The contribution of market orientation to business success in the Libyan transitional economy : a mixed-methods approach

73. Innovation in a high technology B2B context : exploring networks, processes and management

74. Entrepreneurial orientation and marketing capabilities : a study on the performance of small and medium enterprises in the United Kingdom

75. The management of customer feedback in the development of service orientation in the public sector

76. Willingness to pay for customized solutions in a B2B environment : evaluating different buying groups based on a maintenance case study

77. The grey market and the service encounter : an investigation of satisfiers, dissatisfiers and complaining behaviour

78. The strategic value of pioneering as a strategy and pioneering advantages in the context of FMCG brands entering new geographic markets