The study investigates extreme response style (ERS) in cross‐cultural research. Through a four‐country application of …‐cultural marketing research are discussed.  …

This paper about research into marketing strategies has been conducted across different countries, and the perceptions … and attitudes of senior managers concerned with marketing have been sought through a planned qualitative research …

favour of concentration on micro‐issues. Analyses of research in international marketing suggest that it has become …

In international marketing research, the researchers are often required to prespecify the salient attributes of a … product or service. However, research that prespecifies attributes imposes cultural bias on the results, whereas research that …

the last decade (1990‐2000) have attracted considerable attention among researchers. Although these research efforts have … the knowledge gained, nor a systematic analysis of the issues that this research appears to have left unexplored. It is …

customers. Yet, although there exists an impressive body of research concerning the management of new product development, the … infancy, and is, at best, fragmented. This guest editorial provides a synopsis of the main research streams in the broad field … issue is a modest attempt at tapping current thoughts and research investigations in this critical area, seeking, also, to …

construct equivalence in cross‐national research is illustrated, based on a series of studies applying the CETSCALE in The …

Presents and discusses areas for future research into international marketing in the Asia‐Pacific region based on …

research. Design/methodology/approach – The theory of social representations is utilized to study what the representatives of a …, reflecting the group's societal affiliation and position. Research implications/limitations – A translation problem prevails when … dealing with specific words from cross‐cultural research and the similarity of concepts must be considered when translating …