In this article we present an empirical study of the impact of international orientation on the performance of firms operating internationally. We discuss and compare three different concepts of international orientation. As international orientation has an important influence on contacts with...

The United State Food and Drug Administration gives approval for prescription drugs that are shown to be safe and effective to treat specific conditions. But once the drug is available, physicians can prescribe it for other “off label” uses, the positive therapeutic side effects that are...

The changing demographics and the aging of the population are affecting the age composition of consumer markets. This, in turn, creates opportunities and challenges for organizations serving consumer markets. This article reviews some corporate challenges and opportunities facing the corporate...

For countless centuries leaders have used external threats as a way of unifying their populations. In these currently troubled times, political marketers can be tempted to take the easy option of following (or even stimulating) uninformed emotion among their voters rather than assuming moral and...

Purpose – This paper aims to note the imitation of apparently successful advertising as a replacement for thought by too many advertisers, misapplying the tactics of what seem to be past successes by other companies to current situations, sometimes not even attempting to find insight relevant...

Technological and market changes make it increasingly difficult to manage marketing organizations and programs. These changes have affected how products and services are taken to market and how marketing and sales should be organized and managed. Describes the Marketing Opportunity Quiz, which...