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,...

Proposes that the concept of this study regarding market segmentation is at least as applicable to international marketing as to domestic marketing. States the three‐fold purpose is: highlight the nature and importance of international segmentation; to suggest an operational approach; and to...

Comparative consumer research is one of the neglected areas of marketing and consumer behaviour. This article advocates the importance and contribution of comparative consumer research to the field of consumer behaviour. Following a brief discussion of the “emic”, “etic”, and hybrid...