Color is an integral part of products, services, packaging, logos, and other collateral and can be an effective means of creating and sustaining brand and corporate images in customers’ minds. Through an eight-country study, the authors explore consumers’ preferences for different colors and color combinations. The results show cross-cultural patterns of both similarity and dissimilarity in color preferences and color meaning associations. When subjects are asked to match colors for a product logo, some color combinations suggest a consistency in meaning, whereas other combinations suggest colors whose meanings are complementary. The authors discuss implications for managing color to create and sustain brand and corporate images across international markets.

The authors explore how a global firm's ability to foster successful relationships between its foreign subsidiaries' and headquarters' marketing operations can enhance the performance of products across markets. The results show that cooperative behaviors are positively associated with product performance in the subsidiaries' markets. National culture in the foreign markets is also found to moderate the effect of trust on relational behaviors. In addition, the subsidiaries' acquiescence becomes increasingly important as the firm attempts to standardize marketing programs.

 Knowledge has become one of the most important sources of competitive advantage for firms in many industries, particularly those in which firms provide knowledge services to their clients. Many knowledge intensive firms have spent enormous amounts of time and money trying to find ways to better manage their knowledge resources. Effective leveraging of knowledge resources through the transfer and reuse of existing knowledge is an important aspect of most knowledge management systems. In this study we argue that the effectiveness of intrafirm knowledge transfer based on the reuse of existing knowledge depends on two key factors: (1) the willingness of individuals to contribute their knowledge to the system; and (2) the rate at which individuals access and reuse knowledge within the system. Here we use social exchange theory to develop a model of the factors that will impact the frequency with which individuals contribute their knowledge to the system. Additionally, we use expectancy theory to develop a model of the factors that lead to knowledge reuse. Results of hypothesis tests using data collected from a multinational services firm support our multi-theoretical model, and suggest ways in which the model might be refined. We discuss the implications of these findings for further theory building and for managers engaged in the development and improvement of knowledge management systems.

Social media sites have created a reverberating “echoverse” for brand communication, forming complex feedback loops (“echoes”) between the “universe” of corporate communications, news media, and user-generated social media. To understand these feedback loops, the authors process longitudinal, unstructured data using computational linguistics techniques and analyze them using econometric methods. By assembling one of the most comprehensive data sets in the brand communications literature with corporate communications, news stories, social media, and business outcomes, the authors document the echoverse (i.e., feedback loops between all of these sources). Furthermore, the echoverse has changed as online word of mouth has become prevalent. Over time, online word of mouth has fallen into a negativity spiral, with negative messages leading to greater volume, and firms are adjusting their communications strategies in response. The nature of brand communications has been transformed by online technology as corporate communications move increasingly from one to many (e.g., advertising) to one to one (e.g., Twitter) while consumer word of mouth moves from one to one (e.g., conversations) to one to many (e.g., social media). The results indicate that companies benefit from using social media (e.g., Twitter) for personalized customer responses, although there is still a role for traditional brand communications (e.g., press releases, advertising). The evolving echoverse requires managers to rethink brand communication strategies, with online communications becoming increasingly central.