This study introduces a hybrid approach to segmentation of global markets. It examines an integrated inventory of macro‐ and micro‐bases associated with segmentation of world markets. The paper calls for a universal perspective on market segmentation to aid global marketers in identifying...

Purpose – A recent development in customer value research is building theory that can help the field go beyond understanding what customers currently value to exploring how customers' perceptions of value change. This paper seeks to extend this emerging theory of customer value change to a...

Purpose – This analysis aims to examine the need of business‐to‐business companies for branding and analyzes the options for success by means of the stock performance. Design/methodology/approach – The paper consists of a qualitative and quantitative pilot study and a quantitative main...

Purpose – This article aims to identify critical aspects of Chinese‐Western intercultural guanxi relationships that have largely been ignored as a domain for study in international business and industrial marketing, and to suggest a way forward. Design/methodology/approach – A theme...

This study is motivated by the theme of this special issue of International Marketing Review, which highlights the enormous economic success of Asia‐Pacific nations and their emergence as global marketers of the twenty‐first century. The success of firms situated in these nations has been...

Public and private policy responses to the introduction of genetically modified (GM) crops have differed across countries and regions, resulting in market fragmentation that is in conflict with the entry mode strategy of standardisation that has dominated the food distribution system for a...

Purpose – This paper offers an ethical analysis of visual representation that provides criteria for and sheds light on the appropriateness dimension of marketing communications. It provides a theoretically informed framework for recognizing and understanding ethical issues in visual...

Purpose – The choice of an international market entry mode involves two critical considerations, leveraging internal competencies and managing environmental uncertainties in host countries. The purpose of the paper is to explicate how these two considerations affect the propensity to...

Purpose – There is general agreement that global brands should ensure that they incorporate social responsibility. To do this properly, organisations must understand what it means to be socially responsible and how they can leverage their actions. The paper proposes consideration of three...

Examines the cross‐national applicability of a model of the effects of country of origin and brand name on consumers’ evaluations of a product. Specifically, investigates the structures of country‐of‐origin and brand effects on the evaluation of a new automobile by German and French car...