Shows that traditional product mapping methods for product positioning analysis fail in international settings due to the high variability of product preferences within each country and the lack of a common product perception among countries. Shows how explicitly incorporating variation in the...

Asserts that a new environment for marketing is being established in Europe as a result of changing business, cultural, economic and political relationships. Argues that what is happening in Europe is the simultaneous separation and integration of behaviours and structures throughout and between...

Compares the personal ethical ideologies of idealism and relativism of American marketers with their South African counterparts. The perceptions of ethical problems, ethical intentions, and coporate ethical values of the parties are also contrasted. The findings indicate that South Africans were...

Managers' perceptions of exporting are shown to have a critical influence on firm export performance in this study of machine tool manufacturers in the US and Canada. Of special importance are managers' perceptions of the advantages of exporting over domestic sales, especially perceptions of...

Sales promotion is an important element of marketing communication strategy which accounts for more promotional expenditures than advertising in some countries. However, sales promotion has been generally ignored by researchers. This article briefly reviews the criteria used in the US to...

This article examines the American Export Trading Company (AETC) as authorised under the Export Trading Company Act of 1982. It reviews the three critical elements necessary for AETCs to become a significant force in world markets — capital, product/production skills, and international...

Export activity has become an issue of national importance with exports from the Pacific region increasing dramatically over the past ten years. Within the Pacific region, Hawaii is of particular interest for US trade development purposes. This article investigates export activities and...

The topic of internationally standardised branding has been widely debated in the marketing literature. However, no studies have empirically examined the actual extent of international brand penetration and standardisation. Based on a survey of US brand managers of consumer products, this study...