This study was developed to shed some light on the role of culture and purchase motivation in influencing consumers’ evaluations of services. More specifically, the goal was to contrast Asian and Western travelers’ perceptions of brief, routine‐type service encounters in a hotel context....

Examines differences in emotional and rational advertising appeal use across experiential and utilitarian services for 11 culturally diverse countries. Pooled across countries, rational appeals were found to be more dominant in utilitarian service advertising, while emotional appeals were used...

Purpose This paper aims to evaluate the findings first put forward in the article “Internationalization strategies for services” (Grönroos, 1999) with the benefit of hindsight and to offer directions for further research and developments in this research area. Design/methodology/approach...

Purpose – The purpose of this paper is to develop a new method that allows corporate strategists to scan for profitable growth opportunities by extending the firm's product offering to new (foreign) markets. Design/methodology/approach – The methodology consists of developing and applying a...

Purpose – This paper seeks to explore whether the global market segment Generation Y shares a common perception of a specific consumption activity, namely bungy jumping, and how perceptions of cool operate around that. Design/methodology/approach – A qualitative methodology is adopted,...

Purpose – This article aims to examine how Macao could become a destination to attract health and medical tourists from the People's Republic of China (China), as since its return from Portuguese control in 1999 it has been capitalising on its position as a cultural link between Portugal and...

Purpose – The purpose of this exploratory study is to examine the acculturation process of foreign‐born residents of the US. In particular, the study seeks to identify factors that influence acculturation of foreign residents, the degree to which their acculturation takes place and its...

Purpose – The paper aims to provide guidance for managers seeking to successfully position their products in the Chinese mid‐market segment. Design/methodology/approach – Data were collected and analyzed from about 25 international and Chinese manufacturing companies. Findings – Findings...

While it is well accepted that good research is essential to developing the most effective international marketing strategies, until recently many warned that using qualitative techniques was fraught with pitfalls. However, no study had been completed which describes the use of various...

Purpose – This paper aims to examine how customer knowledge management (CKM) be implemented in international projects between the UK and China in practice, with a focus on the marketing process application, i.e. how analytical CKM systems are used to support customer knowledge (CK)...