Purpose – The purpose of this paper is to examine and compare the validity of different operationalizations of cultural and institutional distance. Design/methodology/approach – First, a review of the theoretical background for Hofstede's, Schwartz's, Trompenaars's, and Global Leadership and...

Purpose – Extensive research has shown that country‐of‐origin (COO) information significantly affects product evaluations and buying behavior. Yet recently, a competing perspective has emerged suggesting that COO effects have been inflated in prior research and even that the COO concept...

Purpose – The purpose of this paper is to present a rejoinder. The rejoinder is written in response to the commentaries provided by Saeed Samiee and Jean‐Claude Usunier on the authors’ original research piece: “‘What? I thought Samsung was Japanese’: accurate or not, perceived...

Purpose – The purpose of this paper is to examine two contextual factors with respect to the influence of corporate social responsibility (CSR) messages on consumer attitudes and purchase intentions. First, the authors examine the interplay between CSR messages and country image, and second,...

We present a meta-analysis of the effects of cultural differences on multinational firms' entry strategy and performance. Replicating previous studies, we find only a weak negative relationship between cultural differences and both entry strategy and performance. However, when the moderating...

Purpose: This paper provides a perspective to the article by Cleveland and Bartsch in this issue. The purpose of this paper is to focus on examining objective global brand performance data in four industries and discuss the practicality of global vs country-level marketing strategy....

Purpose: The purpose of this paper is to provide a perspective on the Strizhakova and Coulter article in this issue, with particular focus on the conceptualization of local and global identities. Findings: Strizhakova and Coulter (2019) offer valuable service in their discussion of the...