The present study compares the ethical perceptions of three sub‐cultural groups living in the USA – Anglos, strongly identified Hispanics, and weakly identified Hispanics. It compares the responses of these three groups to two ethical scenarios using conjoint analysis, in addition to the...

Taking into account that, although service quality has had an immense popularity and generated much research in the USA, with limited studies completed on its international dimensions, compares US and Mexican consumers’ perceptions of service quality. Ascertains the differences between the two...

Spousal influence in the decision‐making process for purchasing consumer goods has been extensively investigated in the academic literature. There have been few studies, however, that have looked at this issue in a cross‐cultural context, especially that of cultural assimilation. Reports the...

US marketers know the US standard of ethics. However, that standard can lead to ethical conflict when Americans encounter the emerging market giant, China. As smaller US companies enter China, the potential for ethical conflict increases. Reducing that potential requires knowledge. Knowing the...

The tremendous growth of Japanese investment in the USA continues, but US vendors often lack the sales strategies needed to take advantage of this growing market. Recommends specific strategies based on the author’s extensive consulting experience with Japanese‐owned manufacturing firms and...

The focus of the study is on direct and indirect effects of national culture on negotiation behavior in international business. It argues that negotiation approach is conditioned primarily by relational contextual variables, e.g. relationship commitment and relative power, that national culture...