Cosmocorporations and Cosmoconsumers: A Note on the Identity Management of German and Japanese Transnationals

  • Sierk A. Horn


Symbols of the ongoing globalization can hardly be ignored: Advertising banners at airports such as Hong Kong International/Chek Lap Kok, Tokyo Narita or Frankfurt Rhein-Main signal passengers that they have finally reached “Marlboro-Country”. Product placement is no longer limited to regional efforts. With the appearance of their new models in the John Woo-movie “Mission Impossible 2” the German automobile-producers Audi and Porsche target an international audience. Even advertising, once outpost of a phalanx of regional managers, is no longer bound to regional restraints. New Information-Technologies, World Wide Web and Multilingual Interfaces are forebearers of time- and spaceless marketing-possibilities.


Identity Management Coordination Mechanism Brand Equity Product Identity International Marketing 
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© Springer-Verlag Berlin Heidelberg 2001

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  • Sierk A. Horn

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