Purpose – The paper is in the domain of marketing strategies of multinational firms. Specifically, it aims to focus on target market selection of multinational firms. Design/methodology/approach – Using the cultural, administrative, geographic, and economic distance framework proposed by...

Purpose – The purpose of this paper is to review the extant literature on the institutional, market‐centered, and the resource‐based perspectives on the internationalization of BGs in emerging markets; to suggest that business group affiliation is an important ingredient in the...

Purpose – The purpose of this paper is to understand the internationalization process (IP) of retailing firms from emerging markets and to determine a new focus and/or modifications if necessary in the established Western‐based theories. Design/methodology/approach – The paper follows an...

Purpose – The brand management literature argues that the standardization of branding strategy across global markets leads to consistent and well‐defined brand meaning. The paper aims to challenge this thesis by empirically examining whether and how global brands travel with consumers. The...

Purpose – This paper aims to draw on the network perspective of firm internationalisation to study how an intermediary network actor, such as an export promotion organisation (EPO), can influence the internationalisation of new ventures located in peripheral regions....

Purpose – Although the relation between standardization/adaptation strategy and performance has been extensively examined in the international marketing literature, the findings concerning these factors are still inconclusive. The conflicting results might relate to the analysis approach...

Aims to identify and test criteria useful in screening potential worldwide opportunities. International business literature suggested the criteria which were applied in six product samples to determine whether the same criteria could be used across products. Accepts this proposition. Also shows...

Explains the concept of global account management and the forces driving it. Provides a framework to help managers to recognize why and when to use it and how to implement it successfully. Discusses examples from the advertising, computer, telecommunications, electrical component and banking...