... global markets. Exploration Exploitation Ambidexterity International SMEs Adaptive marketing capabilities International marketing Lixun Su can be contacted at: Lixun.Su@eku.edu 03 03 2021 28 09 2021 06 02 2022 23 03 2022 © Emerald Publishing Limited 2022...

... the variance between the (individual) customer’s or firm’s behaviors. For example, the international marketing literature often focuses on global market entry and segmentation tactics, which includes analysis of market sizes, geographical distances, political environment, language and religious similarities...

... 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...

... on the intended target audience, and how negative effects can be mitigated. The original use of a third-person approach in this setting helps explain marketing effectiveness and assess managerial strategies. Consumer behaviour Advertising International marketing Social groups © Emerald Group...

... International marketing Japan Previous gender roles' studies hypothesize demographical differences exist between men and women (Gilly, 1988 ; Milner and Higgs, 2004). These studies provide measures and suggest changes occur during the acculturation process. Specifically, the intended product user, ad...

... 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...

... section indicates that studies using mental models in foreign market entry deterrence and defense settings are limited. A study conducted by Maignan and Lukas (1997) considered offensive marketing strategies; how firms use mental models and choose market entry modes when entering international markets...

... 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 © Emerald Group Publishing Limited 2010 Nick Lee can...

... 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...

... by other researchers. A number of implications can be drawn for these findings. © Emerald Group Publishing Limited 2009 International marketing Standardization Decision making The standardisation of a marketing strategy indicates that a uniform or similar set of programme or process...

... 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...

... Oriented Approach . Prentice Hall , 2004 . 717 pp. , ISBN: 0 273 67839 6 (pbk)   $80.00 (pbk) © Emerald Group Publishing Limited 2006 --> International marketing Globalization Marketing decision making Hollensen provides the market with a very well constructed book...

...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...

...Paul Baines © Emerald Group Publishing Limited 2004 --> International marketing International business Communication Philip Kitchen's edited text is one of very few texts to challenge the actual use of marketing. What's even more refreshing about this text is that it considers...

...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...