Country‐of‐origin research has frequently found country markings to affect consumer product evaluations, providing country‐of‐origin markings a unique opportunity to become an evermore important element in the global strategic mix. However, marketing literature has been delinquent in...

While much prior research has focused on Japanese multi‐national corporations’ (MNCs) marketing strategies, little is known about the factors that influence Japanese MNCs’ foreign market entry mode choice. In this study, a survey of Japanese MNCs is conducted in order to assess the factors...

Asymmetries in information, where sellers have more information than buyers about product qualities, may prevent firms from supplying some goods and services despite the fact that consumers are willing to pay adequately for them. The frequency and importance of such market failures is growing...

Considers the development of international retail thought and the need for an integrated conceptual approach to the process of retail internationalisation. The paper considers the development of international retail thought within the context of international retail activity and subject...

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...