Most studies of the effect of country‐of‐origin on consumer evaluation of products are based on static models, even though it is recognized that country image changes over time. The purpose of this paper is to suggest a normative model of country‐of‐origin as a dynamic process.

This article examines industrial channel management in an international context by analysing whether the industrial firm performs export functions itself or whether it transfers these functions to an export middleman. Export theory suggests that certain firm and market characteristics determine...

EJM has provided one of the principal platforms on the global stage relating to corporate marketing scholarship and associated areas. By revisiting past special editions of the EJM devoted to corporate-level concerns, a key aim of this e-book was to provide a platform whereby integrative...

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...