Looks at the marketing strategies of companies in different countries. Suggests that there is no direct relationship between environmental‐factors and marketing practices. Reveals that countries with similar levels of development or cultural patterns did not tend to have similar practices,...

Proposes that the concept of this study regarding market segmentation is at least as applicable to international marketing as to domestic marketing. States the three‐fold purpose is: highlight the nature and importance of international segmentation; to suggest an operational approach; and to...

Comparative consumer research is one of the neglected areas of marketing and consumer behaviour. This article advocates the importance and contribution of comparative consumer research to the field of consumer behaviour. Following a brief discussion of the “emic”, “etic”, and hybrid...

Examines the nature of the search process used by international firms in identifying trading partners in emerging markets, and to what extent systematic information collection on potential partners is likely to enhance the choice of satisfactory partners. The results, based on 46 Dutch...

Looks into the concept of changing sex role perceptions with regard to manufacturing and retailing. Investigates the potential of opposite sex markets and suggests that the relevant target market might consist of both sexes. Presents results which suggest that there are two major market segments...

Cross-cultural research (CCR) is extremely important for advancing understanding of the range and limits of theoretical constructs and frameworks across different cultural contexts. CCR also provides an important understanding of the differences between countries and cultures. This commentary...