Purpose – American cultural influence is evident throughout the world to varying degrees. The purpose of this paper is to examine factors that influence the extent to which a particular country adopts elements of American culture. Factors related to information, ideas, technology, goods, and...

Purpose – The choice of which country or countries to enter is a critical decision and needs to be made with considerable care and deliberation. Initial market entry decisions have typically focused on country evaluations based on macro‐economic data. While appropriate in providing an...

Purpose The purpose of this paper is to provide a measurement scale that captures elements of Mediterranean identity. Design/methodology/approach A scale was developed from items drawn from existing scales and from a qualitative study that examined how respondents viewed their national identity...

Cross‐national studies may be flawed through “borrowing” scales used in domestic studies, without examining their relevance and equivalence in other countries and contexts. Examining construct equivalence is an essential first step in the design of cross‐national and multi‐country...

Examines the nature of the search process used by international firms in identifying trading partners in emerging markets, and to what extent systematic information collection on potential partners is likely to enhance the choice of satisfactory partners. The results, based on 46 Dutch...

Looks into the concept of changing sex role perceptions with regard to manufacturing and retailing. Investigates the potential of opposite sex markets and suggests that the relevant target market might consist of both sexes. Presents results which suggest that there are two major market segments...

Looks at the marketing strategies of companies in different countries. Suggests that there is no direct relationship between environmental‐factors and marketing practices. Reveals that countries with similar levels of development or cultural patterns did not tend to have similar practices,...

Purpose – The present study aims to understand how a culture associated with proximity to the Mediterranean Sea transcends political boundaries fostering common values and beliefs across three countries. Design/methodology/approach – Semi-structured interviews were conducted in Italy, Spain...