While demand for many products has become more homogeneous across countries, cultural factors have strongly inhibited this change as well. In a multicultural world, cultural heterogeneity will continue to remain the most significant barrier to one global market. Cultures are resilient and...

Purpose – Despite the rapid growth and internationalization of services, marketers of services realize that to successfully leverage service quality as a global competitive tool, they first need to correctly identify the antecedents of what the international consumer perceives as service...

Discusses and applies a general framework for services quality to make a comparative evaluation of ten dimensions of service quality between developed and developing countries. Derives specific hypotheses for each of the service quality dimensions based on the relevant environmental factors...

Notes that methodological problems are hampering the growth of cross‐cultural marketing research and presents a review of methodological issues to address these problems. Organizes these issues around a six‐step framework which includes elements such as problem definition, the development of...

Purpose – The purpose of this paper is to provide insight, exploratory research, and support for the strategic use of hospital secondary support functions as an initial strategy for marketing healthcare, increasing patient volume, and expanding patient satisfaction. Design/methodology/approach...

Purpose – This paper seeks to summarize the results of a study assessing the status of United Arab Emirates (UAE) female entrepreneurs and attempts to sketch the pattern of the UAE female entrepreneur. It aims to draw a profile of typical UAE women entrepreneurs and their characteristics,...

Purpose – The purpose of this research is to explore the incentives to export that Lebanese entrepreneurs face when engaging in international business. Design/methodology/approach – The study was based on an empirical investigation of the incentives to export that Lebanese firms face when...

Purpose – The purpose of this paper is to examine how innovation and entrepreneurial orientation (EO) affect organizational performance on quality in Asian small enterprise context. Design/methodology/approach – Drawing from the strategic management literature, we hypothesize and test the...

The transition from a command economy to a market‐based economy has been remarkably successful in China. After 15 years of negotiations, China finally joined the World Trade Organization (WTO) in December 2001. Because of trade and investment liberalization under the WTO, there will be greater...

Purpose: This study aims to propose and empirically test new improved customer-based brand equity (CBBE) creation framework, which advocates marketing activities create CBBE through customer experience (CE). The proposed framework is in contrast to extant literature suggesting marketing...