Full articles for online reading:

An exploratory study of Canadian international new venture firms’ development in overseas markets
In the past decade, research on rapidly internationalizing firms, commonly referred to as “international new ventures” (INVs), has mainly focused on their inception phase and relatively little is known of what becomes of these firms after this period in respect of their international marketing strategies. This paper tries to gain insights into how management teams within small INVs assess international opportunities and develop appropriate international marketing strategies.
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Corporate brand reputation and the adoption of innovations
As much as 46 percent of all resources in the US devoted to product development are spent on products that are cancelled or fail to yield adequate financial returns. This research investigates the premise that innovative products, particularly those from small or start-up firms, can fail to be adopted in the marketplace because such firms may lack a sufficient corporate reputation among the potential clients.
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Brand values must be right to fit the nostalgia megatrend
In difficult times, people hark back to what they trust. It’s an emotional response that some companies have sought to capitalize on with the relaunch of food and drink brands from their archive. But how far can nostalgia marketing go?
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Television: Back to the Future
What scientific knowledge do we have about TV? This paper reviews how well certain empirical
generalizations have held up over 40 years and uses this knowledge to construct an empirically
grounded opinion on the future of TV advertising.
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Tapping the wire - Audience response research in a non-linear age
Broadcasters have been measuring audience response since the early days of radio and TV and these measures have become increasingly important as audience reach declines through fragmention ­ and while digital growth creates that need, it also creates the tools that can most accurately reflect today’s multi-platform program consumption and response. This paper reviews existing practice in audience response research around the world before going on to define the need for new approaches that offer more than just audience headcounts.
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Whither the Click?: How online advertising works
Are low click rates evidence that an advertisement has not had any impact on consumer behavior? Or, does online display advertising work in a similar manner to traditional offline advertising, with multiple exposures over time being needed to effect a change in consumer behavior? The results presented in this article will show the manner in which online display ads work in affecting consumer behavior, revealing that there are, indeed, latency effects, branding effects, and sales lifts—even when click rates are minimal.
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The In-Store “Audience”
This article considers ways in which in-store shoppers are unlike traditional audiences. It identifies empirical generalizations that relate to the heart of the purchase process. It also provides examples of how interactive digital media can play a substantial role in overcoming purchase barriers in the store.
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