Suggests that traditional approaches to the segmentation of international markets cluster countries according to discrete environmental macro factors. Instead, international markets need to be viewed on a continuum rather than as being entirely similar or dissimilar. Posits that the level of...

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...