International marketing research, in most cases, involves at least two levels (e.g., firms within countries) that make the hierarchical linear modeling (HLM) a suitable data analysis technique. Due to its robustness, the use of HLM in the international business (IB) research has increased...

In the increasingly global environment, a fundamental question for many firms is whether to create a global strategy that will allow for the maximum use of existing product offerings and marketing activities through standardization, or to what extent unique adjustments are required for success...