Purpose – This paper aims to compare US and Korean consumers' intentions to purchase a high involvement, environmentally friendly product: the hybrid car. Design/methodology/approach – The paper examines how social factors and culture shape intentions to purchase a hybrid car using survey...

Purpose – The purpose of this paper is to analyse the crisis messages framed by the media coverage and the message strategies during the US E. coli spinach crisis and Korea's rotten dumpling crisis. Design/methodology/approach – A content analysis was used to extend a cultural analysis of...

Purpose – The paper sets out to explain how vertically integrated organisational marketing systems can integrate the marketing decision‐making process of suppliers, manufacturers, and marketing channel members and also to make clear why it is necessary for marketers to use marketing...

Purpose – This paper aims to discuss the profiles of Korean chaebols involved in global electronics Design/methodology/approach – The research was conducted among 132 of their Korean suppliers, with linked in‐depth interviews with chaebol managers. From an initial set of literature‐based...

Purpose – The purpose of this paper is to examine whether preference toward in‐group members can serve as opportunism governance in channel relationships in a collectivist culture. This study proposes a model of opportunism incorporating in‐group preference and trust as antecedents of...

Purpose – Economic structural complementarity between country A and country B, or the way the two countries specialize in different industries is a useful tool for the analysis of the likely impact of trade liberalization. Although implicit in earlier work on economic integration, this concept...

This paper investigates whether the investment strategies of multinational enterprises (MNEs) have changed as a result of the 1997 financial crisis in Korea. Estimation results using balanced panel data indicate that the investment decisions of global MNEs seem to have changed following the...

Purpose – The objective of this study is to investigate to what extent advertising appeals in Hong Kong and Korea are different, and whether the differences between the two countries can be attributed to the differences in nations' cultural characteristics. Hypotheses are drawn in relation to...

Purpose – The purpose of this study is to examine cross‐cultural differences in gender role portrayals in web ads in Korea and the USA on the basis of Hofstede's masculinity dimension. Design/methodology/approach – A quantitative content analysis was employed to obtain a...

Purpose – The objective of this study is to explore general cross‐cultural differences in corporate visual identity between the USA and Korea, and to apply Trompenaars' specific versus diffuse dimension to brand‐logos and taglines in the two countries. Design/methodology/approach – A...