Purpose – This study aims to develop and test a theoretical model to delineate the effects of target market characteristics, firm characteristics and strategic resources, and product characteristics on standardization decisions in brand management of emerging market firms. The effects of...

Purpose – Acculturation theory shows how foreign actors have evolved in Japanese television commercials. If advertising mirrors culture, foreign businesses trying to advertise products in Japan need to be aware of societal changes and tailor their messages to the preferences of the local...

Pricing is an important issue in international marketing. In this article the author discusses the concept of price, how to respond to price change in international markets, the marketing mix and price, customer response to price changes, setting objectives for international pricing, key...

The international marketing ethics problems encountered by a representative sample of Australian firms engaged in international business are examined. The executive in charge of international marketing in 38 firms (a 25 per cent response rate) provided information on the types of ethical...

International marketing can be conceptualised in terms of: (1) an extension of domestic marketing, (2) a collection of national marketings, (3) a manifestation of generic marketing, and (4) global marketing as the product of a new international integrative order. These concepts are expanded and...

The EC is one of the most important overseas markets for New Zealand companies. Many New Zealand companies, while claiming to be iche marketers, are actually competing in open segments on the basis of cost and price. These firms appear to place little importance on marketing variables such as...

There is a lacuna of empirical research in the international marketing literature pertaining to problems and issues encountered by exporting firms, particularly in relation to the Western European context. In addressing this gap, reports the findings of an ethnocentric study, which focused on...

Examines the entrepreneurial high‐technology firm′s use of networks for international market development. Multisite case research and a mail survey form the empirical base for the study. Findings indicate that international market choice and mode of entry for small entrepreneurial...

Discusses the results of an empirical study undertaken in the UK using a modified six‐stage version of the Bilkey and Tesar model to investigate the usefulness of the internationalization process as a method of categorizing firms for the targeting of export assistance. The findings suggest...

Managing a set of relationships to other firms is a complex task, since each relationship is likely to have consequences on the other ones. Highlights the co‐ordination of interorganizational ties during a process of internationalization, and the consequences that different types of...