Purpose – Although small and medium sized enterprises (SMEs) account for a significant portion of international trade, little is known about the role of strategic orientation culture in improving their foreign launch success. Three orientations – market, entrepreneurial, and learning are all...

Purpose – The “academic revolution” that has taken place over the past 50-60 years has brought about many opportunities, but also challenges, in the lives of academics. The “publish or perish” phenomenon can be seen as one manifestation of the heated competition among universities for...

Purpose – The purpose of this study is to provide new insights into the link between market orientation (MO) and strategic performance by disaggregating the MO construct. With a focus on responsiveness, a crucial element of MO, this research explores antecedents as well as outcomes in the...

Purpose – The purpose of this paper is to develop a model of electronic commerce (EC) implementation success for small to medium‐sized enterprises (SMEs), and to present outcomes of a comparative study between two countries to reflect the differences in the adoption strategies and explore...

Purpose – Previous research has suggested that brand knowledge could be affected by companies and consumer characteristics such as consumer personality. The purpose of this study is to analyse the impacts of gender, field of education, and having consumed the brand, on consumers' brand...

The main purpose of this paper is to provide a clearer understanding about the approaches to international markets using the Internet, and understanding the marketing decisions and challenges that a company will face in a global environment selling through Internet. In order to achieve this...

Reviews the status of international marketing as we enter the new millennium. Suggests that changes will take place, highlighting issues such as globalization, new technology, the aging of the population, the political arena, and market segments as variables. However, asserts that these changes...

Reports the results of a study of experienced exporters and their perceived importance of various types of foreign market information relevant to target market selection. In general, findings indicate that information related to market potential is most highly valued, and information related to...

In order to address the recent demands for innovation in international marketing segmentation, evaluates a set of six commonly‐derived measures for objective quality of life (QoL) – or material conditions of living – across 165 countries of the world. Using clustering analysis, 12 segments...

Seeks to identify the dimensions which are relevant in the shaping of strategies for international marketing; it thereby addresses business managers. Considers the extent to which the marketing mix can be standardized in various different configurations of international marketing. Presents seven...