The study investigates the impact of patriotism, nationalism and internationalism as antecedents to consumer ethnocentrism in Turkey and the Czech Republic. Controlling for demographics, the findings indicate that the impact of patriotism and nationalism is not consistent across the two...

This paper presents a generic strategic framework of alternative international marketing strategies and market segmentation based on intra- and inter-cultural behavioural homogeneity. Consumer involvement (CI) is proposed as a pivotal construct to capture behavioural homogeneity, for the...

For international companies, the literature recommends directing segmentation efforts at customer characteristics rather than country characteristics. Consumers’ degree of cosmopolitan orientation has been suggested as a powerful segmentation base, as this characteristic is expected to drive...

The importance of establishing equivalence in measurement prior to conducting substantive cross-country comparisons has long been emphasized in international business research. However, all approaches currently available for the investigation of measurement equivalence or invariance (ME/I)...

This paper extends the study of market orientation into the international arena by developing and testing hypotheses relating to the antecedents to and consequences of market-oriented activities in firms' export operations. Export experience, export dependence and coordinating capabilities were...

This study reports on the construction and psychometric assessment of a measure of export market orientation. Four multi-item scales were developed showing strong evidence of reliability and convergent, discriminant, and nomological validity in samples of U.K. and Dutch exporters. Further...