After over three decades of debate, the issue of international advertising standardisation versus adaptation has not resulted in clear conclusions. Previous research indicated that the practice of total standardisation was the exception rather than the rule. Therefore, it became apparent that...

Purpose – Gaining and sustaining a strategic competitive advantage in retailing requires knowledge of the attributes consumers value and use to discriminate between stores and why those attributes are important. Although many store image studies define discriminant attributes, few have...

Segmentation has long been regarded as the cornerstone of a successful marketing strategy [Buzzell (1978)] and acts as a substantive source of differentiation and competitive advantage. The alternative is an unfocused generic strategy not based on the specific needs and wants of a defined target...