Purpose – The purpose of this paper is to offer an introduction and background as well as a narrative to the development of an economic, social, technological and cultural phenomenon that has been sweeping across national frontiers since first being identified by Theodore Levitt in 1983....

Purpose: The aim of this study is two-fold. Firstly, to examine the outcomes of co-creation from a customer perspective using well-recognised customer management variables (customer satisfaction, loyalty and word-of-mouth (WOM). Secondly, to assess potential cross-cultural differences that may...

Purpose The purpose of this paper is, first, to identify the relationship, if any, between customers’ perceptions of justice (functional element) and employee effort (symbolic element) and their effects on satisfaction and loyalty in the context of service recovery and, second, to determine...

Purpose: The purpose of this paper is to demonstrate how macro-social marketing can contribute to the United Nations 2030 sustainable development’s goal of reducing non-communicable diseases and promoting and well-being by addressing the wicked problem of obesity. Design/methodology/approach:...

Purpose – The purpose of this study is to investigate the following questions: Are supply chains global or regional? What are the performance implications for firms? Design/methodology/approach – This paper classifies 183 large North American firms into home‐region oriented, host‐region...

Purpose – The debate about global integration (standardisation) versus responsiveness (adaptation) has recently been supplemented with perspectives that emphasise regionalisation. And while the discussion has also been extended from manufacturing to services, there are specific sectors and...

Purpose – The purpose of this paper is to review the development of the empirical literature on international outsourcing of information technology services (ITS) over the 1992‐2007 period and to identify future research areas. Design/methodology/approach – A sample of 78 empirical...

Purpose – The purpose of this paper is to investigate born global (BG) business organizations that (from or near their founding) seek superior performance. Design/methodology/approach – The methodology is based on a multi‐case analysis of interviews conducted with five BG enterprises in...

Purpose – The purpose of this paper is to examine whether differences exist between born global (BG) firms and international new ventures (INVs) in respect of their performance in overseas markets. These terms have arguably been used as interchangeable to characterise firms that...

Purpose – The purpose of this paper is to position multinational companies on a linear continuum indicating their overall attitude towards standardisation/adaptation, examines the reasons influencing multinational companies' tactical (7Ps – marketing mix) behaviour towards it, and finally...