Purpose – Despite considerable research on psychic distance (PD), research into the topic is confounded by a general failure to precisely define and fully operationalize the construct. The purpose of this paper is to develop a new measurement scale to assess psychic distance (the PD scale),...

Purpose – The purpose of this paper is to provide a conceptual framework for better understanding of cross‐national segmentation under the underlying forces of globalization and technology. Design/methodology/approach – The approach is conceptual with illustrative examples, with a dynamic...

Purpose – The purpose of this paper is to focus on two questions that are especially pertinent to international marketers. Is a strong ethnic identity (EID) generally incompatible with a globally‐oriented disposition (cosmopolitanism: COS), and to what extent is the EID‐COS relationship...

Purpose – The purpose of this paper is to contribute to the literature on emerging multinationals by studying the internationalization strategies of two established companies in the Indian pharmaceutical industry: Ranbaxy and Wockhardt. Design/methodology/approach – The study utilizes a...

Purpose – The purpose of this paper is to propose a framework integrating the types and levels of the determinants of brand country of origin (CO) recognition and to provide evidence on internet users’ brand CO recognition rates, using a sample of multi‐regional and global brands from a...

Purpose – The purpose of this paper is to focus on the effect that knowledge‐ambiguous innovations have on the subsidiary performance of multinational corporations (MNCs). Specifically, the paper sheds light on the relationship between knowledge ambiguity in the innovation context, in terms...

Purpose: The purpose of this paper is to understand knowledge grafting through localized professionals in the internationalization of the firm. Knowledge grafting refers to firms increasing their knowledge stock by acquiring new staff, and while the concept is not new in studies on firms’...

Purpose: Few researchers and even fewer practitioners would deny that serendipitous events play a central role in the growth process of firms. However, most international marketing models ignore the role of serendipity in the opportunity discovery process. The authors provide a nuanced view on...