This empirical study examined U.S. advertising agencies' practices in the Asia Pacific Region to decide whether they were following Theodore Levitt's advice to promote products and services the same way everywhere. Information regarding environmental factors and advertising strategy were...

The extant literature suggests that performance may be a function of the degree to which market information is systematically collected, disseminated and responded to (i.e. market orientation). However, the majority of empirical research on the market orientation to performance relationship has...

The purpose of this study is to examine the capital budgeting strategies that are used by foreign subsidiaries of U.S.‐based multinational enterprises. While the results indicated a preference for sophisticated capital budgeting techniques as the primary method of analysis, the actual use of...