Purpose: This study determines whether predictions about different degrees of market orientationin two cross-border value chains also appear in the mental models of decision makers at twolevels of these value chains.Design: The laddering method elicits mental models of actors in two value...

From the early 1990’s, both the marketing and accounting disciplines have reported insightful and similar developments. In seeking to define and measure the marketing concept, research on ‘market orientation’ has highlighted the need for organization-wide information and action on...

Purpose ? The objective of this paper is to compare the management style of marketing managers in Australia with the counterparts in the People's Republic of China (PRC). Design/methodology/approach ? Based on the differences in cultural dimensions and context, five hypotheses related to...

Marketing management support systems (MMSS) are computer-enabled devices that help marketers to make better decisions. Marketing processes can be quite complex, involving large numbers of variables and mostly outcomes are the results of the actions of many different stakeholders (e.g., the...

Purpose – The creation of a truly global marketplace with a rapidly expanding middle class has created unparalleled opportunities global brands and the multinational corporations that own them. From household and food products to travel and luxury brands, this converging global market with...