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Influences of culture and market convergence on the international advertising strategies of multinational corporations in North America, Europe and Asia

Jiang, Jing; Wei, Ran - In: International Marketing Review 29 (2012) 6, pp. 597-622

, Europe, and Asia used in their advertising campaigns targeting two culturally different markets: the United States and China …

Persistent link: https://www.econbiz.de/10014827566

The influence of face and group orientation on the perception of luxury goods

Le Monkhouse, Lien; Barnes, Bradley R.; Stephan, Ute - In: International Marketing Review 29 (2012) 6, pp. 647-672

Purpose – The paper aims to further extend our understanding by assessing the extent to which two prominent cultural values in East Asia i.e. face saving and group orientation drive consumers’ perceptions of luxury goods across four East Asian markets. Design/methodology/approach – A...

Persistent link: https://www.econbiz.de/10014827568

Comparative thick description

Usunier, Jean‐Claude; Sbizzera, Stéphane - In: International Marketing Review 30 (2013) 1, pp. 42-55

and crunchiness taste experiences in ten countries (China, Croatia, El Salvador, France, Germany, Japan, Mexico, Thailand …

Persistent link: https://www.econbiz.de/10014827572

Marketing inside the dragon, despite China′s bureaucracy

Shao, Alan T.; Herbig, Paul - In: International Marketing Review 12 (1995) 1, pp. 65-76

As more businesses invest in China, there will, of course, be increased marketing opportunities there. But while China …

Persistent link: https://www.econbiz.de/10014827691

Product gender perceptions: the case of China

Milner, Laura M.; Fodness, Dale - In: International Marketing Review 13 (1996) 4, pp. 40-51

Investigates whether the Chinese perceive products to possess gender and whether these perceptions are based on who buys the product, who uses the product, and/or who promotes the product. The results indicate that the Chinese do indeed perceive many products to have gender. For those products...

Persistent link: https://www.econbiz.de/10014827732

Managing technology transfer to China

Farhang, Manucher - In: International Marketing Review 14 (1997) 2, pp. 92-106

firms in China to suggest some operational guidelines for international managers. …

Persistent link: https://www.econbiz.de/10014827750

Research note:The psychographic segmentation of the female market in Greater China

Tam, Jackie L.M.; Tai, Susan H.C. - In: International Marketing Review 15 (1998) 1, pp. 61-77

Attempts to segment the female consumers’ market in Greater China (the People’s Republic of China, Taiwan, and Hong …’ market in Greater China. Four distinct segments were identified and these were labelled as “conventional women” (40.7 per …

Persistent link: https://www.econbiz.de/10014827775

Formation and performance of multi‐partner joint ventures: a Sino‐foreign illustration

Griffith, David A.; Hu, Michael Y.; Chen, Haiyang - In: International Marketing Review 15 (1998) 3, pp. 171-187

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...

Persistent link: https://www.econbiz.de/10014827780

AMERICAN BUSINESSPEOPLE'S PERCEPTIONS OF MARKETING AND NEGOTIATING IN THE PEOPLE'S REPUBLIC OF CHINA

Lee, Kam‐Hon; Wing‐Chun Lo, Thamis - In: International Marketing Review 5 (1988) 2, pp. 41-51

People's Republic of China in 1975. Because of China's open door policy and her determination to modernise, there have been … many changes in US‐China business. Therefore, it is important to conduct an updated survey to furnish another reference … point for American businesspeople who want to engage in China business. It was found that the most important observations …

Persistent link: https://www.econbiz.de/10014827934

The relevance of retailer country-of-origin to consumer store choice: evidence from China

Maruyama, Masayoshi; Wu, Lihui - In: International Marketing Review 31 (2014) 5, pp. 462-476

were collected through a consumer survey targeting grocery consumers in a second-tier city in China. Factor analysis and …

Persistent link: https://www.econbiz.de/10014828222