About this publication: Computer mediated interpersonal interactions are defining our daily lives as we know it. Studying this phenomenon with various methodologies, across different cultures and traditions is a crucial component in understanding social ties. This book brings together articles that approach …

The aim of this study is to provide an informed answer to the following central question: How can Friends of Slovenia best deploy its marketing instruments in support of the strategy, in order to enter the Chinese wine market and achieve a turnover of €500.000 by the end of 2017?

The goal of this book is to provide useful information to companies that do business in China, or that are considering doing so. We chose to apply a marketing perspective. Marketing, by definition, mediates between the customer and the brand (or the organization hosting the brand, figure 1) (Alsem, Kostelijk, …

In the psychological field, a lot of progress has been made in values theory. In marketing theory, however, the use of values has been undervalued. Despite the widespread managerial use of brand values, attention has remained focused on the brand personality concept. This book intends to provide a new …

Journal in which the Groningen Confucius Institute (GCI) shares different perspectives on China and provides insights into China from as many different aspects as possible. GCI aims to provide a full view of real China to the readers as well as featuring international and comprehensive perspectives, …

This study is an attempt to determine how CityFilm can introduce their concept to the international market of Hong Kong. The choice for Hong Kong was made since CityFilm’s life long dream is to enter the Asian market. Since Hong Kong is located strategically and acts as a gateway for the rest of Asia, …

The Netherlands breeds higher segment, potential Olympics horses with unbelievably high price ranges. These horses are already being exported internationally. However, the export approach might lack efficiency. The following research question is brought forward to research whether this sector has potential …

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Since its founding in 1948, North Korea has consistently been connected to committing crimes against humanity. The non-interventionist policies that were prevalent throughout the Cold War protected it from outside intervention. Indeed, any country could do as they pleased within its borders as state-sovereignty …

Why are some regions and cities so good at attracting talented people, creating high-level knowledge, and producing exciting new ideas and innovations? What are the ingredients of success? Can innovative cities be created and stimulated, or do they just flourish by mere chance? This book analyses the …