...Sudhir Rana; Sanjeev Prashar; Munim Kumar Barai; Abu Bakar Abdul Hamid Purpose The main objective of this study is to evolve the basis of beneficial impact assessment of international marketing strategy (IMS) for emerging market multinationals by applying construct-measurement research methodology...

...Justin Paul Purpose The purpose of this paper is to provide an overview of theoretical models and studies dealing with the international marketing strategies in emerging markets and provides recommendations for future research based on the review. Design/methodology/approach A review...

... threat to internationally active firms, but there has been no empirical research to address the distinctive challenges that terrorism poses for the international marketing activities of firms. Design/methodology/approach The paper opted for an exploratory investigation, following a two-phase research...

...Francesca Checchinato; Lala Hu; Alessandra Perri; Tiziano Vescovi Purpose The purpose of this paper is to explore the role of different learning sources in the process of capability building of Chinese firms (CFs) approaching international markets. Design/methodology/approach The paper...

... the conflicting demands of global coordination and economies of scale with local flexibility and value delivery (Baalbaki and Malhotra, 1993, 1995 ; Levitt, 1983 ; Özsomer and Prussia, 2000). Although standardisation is often referred to in the aggregate, international marketing managers are confronted...

... be recognized as new opportunities for the further expansion of international business activities. Their large populations offer potential consumer demand and production supply unmatched by any other regions in the world. Furthermore, the knowledge of the international marketers about these transition economies...