Presents the findings of a study of the successful international marketing strategies and headquarter‐subsidiary relationships of 186 German companies operating in the UK. A strong product orientation combined with a high level of market orientation was found to characterise successful German...

The internationalization of small and medium‐sized businesses typically involves negotiation, agreement and exchange between business leaders from different national cultural values and traditions. Explores whether, and how, national values affect the strategic aims of business leaders, the...

The bulk of research in international exchange has adopted an exporter perspective. In contrast, the work reported here incorporates the importer side of the dyad. The research used an extensive multiple case study design involving 36 exporter‐importer dyads operating across four countries....

Designers have used Corporate Visual Identity Systems (CVIS) to widen the communications mix. Using name, symbol and/or logo, typography, colour and slogan, a CVIS helps transmit a company’s visual identity through fixed assets, such as buildings, vehicles and other business collateral. This...

Investigates the effects of technology standards on the changing nature of interdependence between competitors in a global industry. Drawing on the theory of organizational ecology, the effects of technology standards on the type of interplay among competitors are investigated as the underlying...

In recent years, consumers worldwide have been having increased access to a wide variety of products and services from other countries. Furthermore, with advances in satellite communication, travel, television outreach and Internet access as well as increased education, consumers all over the...

Before the CETSCALE can be used as a measure of consumer ethnocentrism on an international basis, it is necessary to assess its validity and reliability in as many countries and different conditions as possible. In this sense, the main purpose of this paper is to validate the CETSCALE as a...

This conceptual paper outlines why, when working in the international as opposed to the domestic environment, the success of a relationship marketing strategy is heavily dependent on levels of psychic distance. The higher the level of psychic distance, the greater the time and effort required to...

States that in the present era of global marketing, as more companies enter international markets, ethical problems are likely to increase. As companies and their managers deal with their counterparts in different countries, there is a need to understand the latter’s ethical decision‐making...

Investigates the degree of global standardisation of a corporate visual identity system (CVIS) in multinational operations. A special emphasis of this research is accorded to UK companies operating in Malaysia. In particular, the study seeks to reveal the reasons for developing a standardised...