"Often, "Customer First", or even "Customer as the Sole Purpose", has been touted as the golden principle to conduct business in our commercial world. But to a lot of people, practising it is not as simple as it sounds. People interpret the principle in their own ways and adopt different...

Accompanying the irreversible trend of globalization, management of the tensions between MNCs and their subsidiaries has become a major issue. In this regard, the present study attempts to reveal differences in the perceptions of the marketing process between home office marketing departments at...