Global strategic marketing planning has become increasingly important with the advent of worldwide competition and the growing rapidity of change in the international marketplace. In this article, research and commentaries from the strategic management and international marketing planning...

Discusses the concept of strategic composites, based upon the linkage of domestic and export marketing strategies of small, medium sized manufacturing firms. Four distinct composites are derived empirically for each of two national groups of exporters (Canadian and UK firms). With some minor...

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 programme of interviews. The focus on marketing spans the...

This paper presents the results of a cross‐cultural analysis of television advertising in the Czech Republic and the UK. The need for this research is suggested by a gap in the literature concerning cross‐cultural studies involving Eastern European countries. The aim is to compare...

Using a clusterwise regression analysis of French and Australian wine consumers, the authors explore the question of whether global marketers, who target the same segment around the world, are using a better strategy than international marketers who segment each national market and target the...

When is franchising the appropriate organizational form for implementing marketing strategy in global markets? In this paper we identify conditions under which franchising facilitates efficient transactions globally with the help of constructs from transaction cost analysis, agency theory, and...

For the past decade, the marketing of services internationally has been the fastest growing segment of global trade, important to developed and developing countries alike. Yet during this same timeframe, despite numerous calls for more research in international services marketing, there exists a...

The relationship between export marketing strategies and export performance is examined in Korea under the strategy‐environmental co‐alignment theoretical perspective put forth previously. A sample of managing directors of electronics exporters in Korea is used to test the hypotheses....

Export marketing research over the last four decades has covered a number of theoretical and practical issues such as standardisation and customisation, export development processes, barriers to exporting, export performance, etc. Rapid technological, institutional, legislative, economic and...