The maquiladora industry was conceived as a win-win strategic economic platform for foreign companies and Mexican workers. The primary benefactor has been U.S. companies, which became more cost efficient by employing highly productive, lower-cost Mexican workers. However, the direct link between...

The traditional family life cycle model explains the consumption behavior of individuals and households during a set of temporal periods in consumers’ lives. Yet, these seemingly distinct periods in one’s life may overlook times at which considerable consumer activity takes place,...

The traditional family life cycle model explains the consumption behavior of individuals and households during a set of temporal periods in consumers’ lives. Yet, these seemingly distinct periods in one’s life may overlook times at which considerable consumer activity takes place,...

The study examines the process of international market expansion by a relatively new and small franchisor. Particular emphasis is placed on the company‘s efforts to identify a suitable partner in the host country, the adaptation of the concept to address differences in the new market, and the...

Purpose – Previous research on global marketing has typically focussed on marketing strategies across national markets. Yet, the cross‐national mobility of individuals has increased heterogeneity within country markets. The purpose of this study is to examine how immigrant consumers perceive...

Purpose Previous research on the internationalization of retailing typically focused on retail companies crossing borders to enter other countries. Yet, a large number of people cross country borders to outshop in neighboring countries. This form of inward retail internationalization has...