In international marketing research, the researchers are often required to prespecify the salient attributes of a product or service. However, research that prespecifies attributes imposes cultural bias on the results, whereas research that does not specify attributes is open to culturally...

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 – The purpose of this article is to summarize the output and content of International Marketing Review ( IMR ) during its first 21 years. Design/methodology/approach – The output of IMR is first analysed to measure its stability and maturity. The focus is then shifted to the content...

Purpose – The purpose of this paper is to analyze the 29 years of research published in International Marketing Review ( IMR ) since its inception. Design/methodology/approach – A brief editorial history of the journal is chronicled, and its output is discussed. Special attention is focused...

By standardizing the marketing effort over similar worldwide segments and differentiating it across dissimilar worldwide segments, the international marketing manager is able to reap the advantages of both standardization and customization. The choice of the variables by which to segment the...

Discusses and applies a general framework for services quality to make a comparative evaluation of ten dimensions of service quality between developed and developing countries. Derives specific hypotheses for each of the service quality dimensions based on the relevant environmental factors...

Notes that methodological problems are hampering the growth of cross‐cultural marketing research and presents a review of methodological issues to address these problems. Organizes these issues around a six‐step framework which includes elements such as problem definition, the development of...

While demand for many products has become more homogeneous across countries, cultural factors have strongly inhibited this change as well. In a multicultural world, cultural heterogeneity will continue to remain the most significant barrier to one global market. Cultures are resilient and...

This article proposes a conceptual framework and a research methodology for transferring marketing technology to developing countries to address important societal problems. The methodology developed by the author is described and illustrated with an empirical investigation. Guidelines for...

This article presents an approach for measuring consumer preferences in developing countries. The role of marketing research in developing countries and the salient factors which have an impact on how marketing research should be conducted in these countries are briefly discussed. The popular...