Bartley Business Information Center

Cultural norms and legal restrictions in foreign countries have circumscribed the use of comparative advertising found to be very efficacious in the United States. In the article Can Comparative Advertising be Effective in Germany?  A Tale of Two Campaigns, VSB’s  Professor of Marketing Raymond Taylor with his colleagues surveyed reactions to a price comparative campaign in the German telecommunications market and emotive comparative advertisement in the automobile industry.  Their findings support the theory that in Germany comparative advertising is not likely to suffer from cultural bias and that the strongest basis for comparative advertising is reasoned action.

A MSF student expressed interest in access to The Vault.  Career Services has a subscription to this excellent database that offers summaries of what it’s like to work for top employers in a wide range of industries.  Corporate culture, hiring process, compensation, diversity and balance are covered in each employer profile.  Also available are primers on case and finance interviews, working abroad and “schmoozing.”