Purpose – For international product managers, one critical question is how fast a new product is likely to be adopted and diffused in different nations. One possible way to answer this question is by collecting data on the diffusion in a large number of countries and analyzing them. However,...

Purpose – The purpose of this paper is to present a critical review of culture study streams in international marketing and offer suggestions for future development. Design/methodology/approach – A comprehensive review of earlier and current approaches to culture study in international...

Purpose – The purpose of this paper is to identify, review and evaluate international marketing (IM) studies in the domain of cultural country classification (1985‐2006). Design/methodology/approach – First, articles in which an “original” classification is developed are identified....

Purpose – The extant international service marketing literature focuses heavily on the impact of globalization on the outward process of the internationalization of service firms. The purpose of this paper is to propose scholars examine international service marketing from a different...

Purpose – One role of a foreign subsidiary within a multinational corporation's (MNC's) global portfolio is to connect the MNC to foreign customers. To examine this key customer contact point, this study aims to examine the linkages between local market conditions and strategic orientation,...

Purpose – Although a great deal of research has focused on global marketing strategy development and implementation, little research has focused on the global marketing managers charged with the responsibilities of developing and implementing such strategy. The aim of this paper is to develop...

This study examines the factors influencing the number of partners forming an international joint venture (IJV) and the resultant outcome on performance. Various theoretical paradigms (such as strategic behavior, organizational learning, eclectic theory, socio‐cultural distance, and role...

Increases in the international marketing of services have created a need to better understand the determinants of service export performance measures. While numerous studies suggest using either the ratio of a firm′s foreign sales over its total sales, number of markets, perceptions of export...

Explores the natural channel phenomena, i.e. the local or national channel which has evolved to serve producer and consumer alike. Further, provides a descriptive construct which identifies the forces (or elements) which influence channel design. Contends that a thorough understanding (and use)...

Outlines effective corporate strategy‐marketing strategy relationships in the context of a behavioural segmentation framework for competing in the global marketplace. Evaluates standard, local and regional market strategies in conjunction with cost‐based, customer‐based and...