... Adaptive marketing capabilities International marketing According to the U.S. Department of Commerce, 97.4% of exporting companies in 2019 consisted of small and medium-sized enterprises (SMEs) with fewer than 500 employees (U.S. Census Bureau, 2020). However, less than one-third of total...

... be contacted at: Ofer.Mintz@uts.edu.au 06 11 2020 13 06 2021 16 10 2021 28 12 2021 05 03 2022 © Emerald Publishing Limited 2022 Emerald Publishing Limited Licensed re-use rights only International marketing Global financial crisis Customer centricity Customer...

... the influence of cultural values on the SBS effects across channels and countries. Design/methodology/approach Borrowing concepts from the signaling literature and analyzing DVD sales data from six international markets using a multilevel mixed-effects model, the study finds that culture plays a significant...

... as a result of the media images. © Emerald Group Publishing Limited 2013 Consumer behaviour Advertising International marketing Social groups Can marketing leakage to undesired audiences negatively affect the intended target audience? Today, anyone can consume and pass on marketing...

... Content analysis International marketing Japan “Onna no jidai” (the era of the women) is a phrase heard around Japan in the twenty‐first century (Makihara, 1990). This phrase implies modern Japanese women are more independent than in prior generations. McCreery's (2000) Japanese...

... of emerging market firms. The effects of standardization on brand performance in international markets are also to be explored. Design/methodology/approach The study develops a model based on the extant literature and tests its relevance through a survey of eligible managers in charge of international...

... in the same manner. Some firms increase advertising spending while others decrease it. Marketing strategy Market entry International marketing As a result of increased competition from both domestic and global competitors, shrinking market size, and declining market growth rates, companies seek...

... of the European Journal of Marketing. At this point, it seems pertinent to make a few short notes which record our thoughts on this time period – between our first received submissions in January 2008, through to this, the first full issue comprised of such papers. International marketing Publishing...

... retailers on the role and importance of flagship stores as a method of entering international markets. Originality/value Flagship stores are a pivotal aspect of any luxury fashion retailer's internationalisation strategy. For the first time in the literature, the paper provides insights into their form...

...Edward R. Bruning; Michael Y. Hu; Wei (Andrew) Hao Purpose The aim of this paper is to propose an approach to international market segmentation that identifies meaningful cross‐national consumer segments, which focuses on airline passengers in the NAFTA market. Design/methodology/approach...

... process. The study seeks to look at these issues in the context of manufacturing firms, arguing that entrepreneurial SMEs pursuing international market entry undertake organisational innovation, which in turn enables such firms to achieve higher marketplace performance. Design/methodology/approach...

... and H5b are related to the relationship between the standardisation strategy and performance. These hypotheses apply to both the product and promotion elements. © Emerald Group Publishing Limited 2009 International marketing Standardization Decision making Studies in the second...

... framework. © Emerald Group Publishing Limited 2009 Country of origin Consumers International marketing Since Ernest Dichter (1962) referred to the significance of the “made‐in” information cue, research on the so‐called “Country of Origin‐effects” has become one of the major domains...

...Bo Rundh Purpose The increasing internationalisation and globalisation of business has forced many firms to reconsider what contributes to international success. The purpose of this paper is to study international marketing behaviour of firms within the exporting industry. Design/methodology...

... or those acquiring readily employable skills. Svend   Hollensen . Global Marketing: A Decision Oriented Approach . Prentice Hall , 2004 . 717 pp. , ISBN: 0 273 67839 6 (pbk)   $80.00 (pbk) © Emerald Group Publishing Limited 2006 --> International marketing...

...Michael Jay Polonsky; Bill Merrilees; Don Getz; Danny O'Brien Purpose The paper aims to explore a major issue in international marketing: how to build a global brand in a way that makes a strong local connection. Design/methodology/approach Using qualitative research methods on a single case...

...Nick Lee; John Saunders; Hester van Herk; Ype H. Poortinga; Theo M.M. Verhallen Purpose The paper presents a framework for establishing equivalence of international marketing data. The framework is meant to reduce confusion about equivalence issues, and guide the design of international studies...

... of the marriage analogy. Employing a case study approach, this paper considers international fashion retailers' response to the need to develop business‐to‐business relationships in international markets via the franchising mode of market entry. The paper concludes that the marriage analogy is useful...

... clichéd. Edited by Philip J.   Kitchen . The Rhetoric and Reality of Marketing: An International Managerial Approach . Basingstoke : Palgrave MacMillan   2003 . 202 pp. © Emerald Group Publishing Limited 2004 --> International marketing International business...

...Gerry Batonda; Chad Perry This paper examines the impact of culture on inter‐firm network development in international marketing. Three research questions about the influence of culture on network development were developed from the literature to focus case data collection and analysis. The data...