Firms in the electrical, machine tool builders, food processing equipment, and fluid power industries were surveyed concerning their export marketing policies. Except in promotion, most of these industrial firms follow a standardised marketing approach. Their export budgets are smaller than...

Uses an upscale female sample to extend previous research on women′s perceptions of their role portrayal in advertising media. Indicates that serious disenchantment with perceived portrayal of women still exists for this important group of consumers. Measures various attitudinal, company...

In today’s global economy, increasing numbers of companies are entering the international marketplace. The quality of managerial actions in salesforce hiring and training greatly influences the overall success of the firm. Although most companies attempt to select and train the most...

The promotion of US exports has been a priority for the US Department of Commerce, with the aim of reducing the trade deficit. This, combined with the worldwide reduction in trade barriers, has opened up a number of foreign markets for US companies. A key element of export sales development is...

Purpose – Despite the rapid growth and internationalization of services, marketers of services realize that to successfully leverage service quality as a global competitive tool, they first need to correctly identify the antecedents of what the international consumer perceives as service...

Purpose – To examine the impact of culture on customer service expectations, specifically, how individualists and collectivists use internal and external sources of information to formulate their service expectations. Design/methodology/approach – The context was the airline industry and the...

Purpose – This cross‐national study seeks to examine the service quality dimensions and advertising appeals conveyed in services advertisements in the USA and Korea. Design/methodology/approach – Using Hofstede's cultural dimensions as a basis for distinguishing cultures, this study...

Purpose – To evaluate the cross‐regional equivalence of repair service quality for mission‐critical equipment. Design/methodology/approach – Using the five dimensions of SERVPERF as a framework, clinical laboratory directors across Europe and the USA were surveyed about repair service...

Purpose – To explore the extent to which generosity, as instructed by culture, performs both a formative and a filtering role in the consumers’ service experience. Design/methodology/approach – The critical realism paradigm, a multi‐method/discipline approach is adopted. The research...

Compares adult women’s perceptions of sex role portrayals in advertising across demo‐graphically‐diverse samples from the USA, New Zealand, Japan and Thailand. Tests a structural equations model using EQS. The findings indicate that there were varying degrees of criticism across the...