In recent years, there has been sustained debate pertaining to how global markets should be conceptualized, enacted, and addressed. The purpose of this study was to expose the pivotal managerial thought processes and practices of senior managers at Guinness and the actions of symblic workers involved in the reconciliation of trends toward increasing global cultural convergence and a need for local cultural differentiation within the âglobal culture industry.â Our findings reveal the strategic processes and mechanisms involved in the creation of a series of polysemic, multiâvocal texts positioned to allow multiâlevel interpretation of the brand in ways that permit simultaneous engagement with, and negation of, local idiosyncrasies.View full textDownload full textKeywordstransnational corporatism, MNCs, Guinness, global strategy, cultural intermediaries, global brand managementRelated var addthis_config = { ui_cobrand: "Taylor & Francis Online", services_compact: "citeulike,netvibes,twitter,technorati,delicious,linkedin,facebook,stumbleupon,digg,google,more", pubid: "ra-4dff56cd6bb1830b" }; Add to shortlist Link Permalink http://dx.doi.org/10.1080/10253860903562155
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