Purpose – International marketing has performed extremely well during the second‐half of the twentieth century. This paper examines the outstanding performance from different perspectives and evaluates the future of international marketing in the age of globalization....

Purpose – The purpose of this paper is to review international industrial purchasing and marketing literature with a focus on portfolio models, to develop portfolio models for buyers' and sellers' international strategies, and to combine the models so that both the buyer and seller...

Presents the findings of a study of the successful international marketing strategies and headquarter‐subsidiary relationships of 186 German companies operating in the UK. A strong product orientation combined with a high level of market orientation was found to characterise successful German...

The bulk of research in international exchange has adopted an exporter perspective. In contrast, the work reported here incorporates the importer side of the dyad. The research used an extensive multiple case study design involving 36 exporter‐importer dyads operating across four countries....

This conceptual paper outlines why, when working in the international as opposed to the domestic environment, the success of a relationship marketing strategy is heavily dependent on levels of psychic distance. The higher the level of psychic distance, the greater the time and effort required to...

Purpose – The paper presents a framework for establishing equivalence of international marketing data. The framework is meant to reduce confusion about equivalence issues, and guide the design of international studies and data analysis. Design/methodology/approach – A short overview is given...

Purpose – The purpose of this paper is to present an extended version of the Elaboration Likelihood Model (ELM‐model) to explain and predict which of the four cognitive processes that are distinguished in the literature, with respect to Country of Origin (CoO), can be expected to occur: the...

Purpose – The purpose of this study is to develop a conceptual framework for defensive strategy by integrating market entry modes and the typology of firms suggested by Day and Nedungandi, and to attempt to propose how local incumbent firms utilize their mental models in order to react against...

In the international marketing literature the issue of advertising standardization has ignited a lively and heated debate among academics and managers alike. However, the decision whether to standardize or not cannot be considered a dichotomous one. Develops a comprehensive framework to capture...

Most studies of the effect of country‐of‐origin on consumer evaluation of products are based on static models, even though it is recognized that country image changes over time. The purpose of this paper is to suggest a normative model of country‐of‐origin as a dynamic process.