Reports on an analysis of the relative importance of various marketing mix strategies and consumer ethnocentric tendencies in the decision to purchase imports undertaken via a nationwide mail survey of personal computer owners in the USA. The results indicate that ethnocentric tendencies are...

Argues that salesforce research has typically been conducted in the USA, and that US researchers have developed the theories, designed the research, and interpreted the results. Notes that the majority of subjects and respondents in studies designed to test the US theories have been sales...