Purpose – This paper aims to study country of origin perceptions of Lebanese consumers with respect to potato chips, the correlation involved between country of manufacture and consumer behavior; purchase intent; and product quality. Design/methodology/approach – Four hypotheses in respect...

Purpose – This paper aims to explore the way in which Chinese consumers integrate both global culture and local culture through the change of intergenerational residence in urban China. Design/methodology/approach – Data were collected by semi‐structured interviews of 15 families from...

Purpose – This paper aims to examine the conceptual as well as empirical linkages between segmentation bases and brand positioning strategies in the context of discussing practical implications for firms operating in increasingly globalizing markets. Design/methodology/approach – This paper...

Argues that, although researchers have studied several aspects of brands which may affect consumer purchasing processes, one significant characteristic of many brands ‐ the origin cues that they contain ‐ has received little or no attention. Reviews current research in the...

This case describes the situation surrounding the entrance of Starbucks International Coffee into the Kuwait marketplace. It requires students to consider relevant small business and entrepreneurship issues in determining an appropriate response. These issues include: international joint...

Investigates the effect of five company‐specific independent variables on the decision of professional business service franchisors to internationalize their operations. A model using resource‐based theories and agency theories for its theoretical foundation is developed and tested. The...