... heretofore unknown but important implications of local vs global brand positioning strategies for consumers’ construal level and buying impulsivity. Consumer behaviour Global marketing Whether to create a global or local brand when firms are targeting markets outside their home country remains...

..., xenocentrism and cosmopolitanism relate to each other. Knowledge of how these constructs overlap or work together in affecting consumer preferences will offer global marketers insights for designing appropriate marketing strategies. The second objective is to extend this knowledge by examining...

...Professor John Ford and Professor Vicky Crittenden; Steven Chen Purpose – The purpose of this paper is to outline a framework for marketing cultural goods (e.g. music) to global markets by examining modes of entry and positioning strategies used by media producers of the South Korean music...

... decisions, especially with regard to strategies grounded in cooperative relationships and firm resources (Ghosh and John, 1999). © Emerald Group Publishing Limited 2014 Standardization Global marketing Relationship marketing Export Firms look beyond domestic markets to realize...

... © Emerald Group Publishing Limited 2014 Consumer behaviour Global marketing Thailand Ethnocentrism Country of origin Markets are rapidly integrating across borders, and for many product categories, consumers are able to choose between global and local alternatives. Due...

... whether the key motivators to purchase the brand are functional (mind) or emotional (heart) in scope. Cross-classifying these two dimensions gives four types of valued brands (see Figure 2) [2] . © Emerald Group Publishing Limited 2014 Marketing strategy Global marketing Market...

... strategy Global marketing Globalization Organizational structure Organizational performance Interaction Research concerning marketing standardization/adaptation strategy and performance has stimulated significant interest among academics and practitioners in developing international marketing...

... origin is often mis‐calibrated, consumers’ perceptions of brand origin still matter. Peter Magnusson can be contacted at: magnusson@niu.edu © Emerald Group Publishing Limited 2011 Consumer behaviour Brand evaluation Country of origin Global marketing Brand origin recognition accuracy...

...David Allan Global Marketing and Advertising . Thousand Oaks, CA : Sage Publications   2005 . 269 pp. , ISBN: 1‐4129‐1475‐2 Marieke de Mooij Paperback © Emerald Group Publishing Limited 2006 --> International marketing Advertising Consumer behaviour Global...

...Ed Bruning Michael   Czinkota , Ilkka   Ronkainen and Bob   Donath . Mastering Global Markets: Strategies for Today's Trade Globalist . 2004 . 370 pp. , ISBN: 0‐538‐72665‐2   Hardback 5191 Natorp Boulevard Mason, OH 45040 South‐Western/Thomson © Emerald Group...

... marketing managers achieve greater effectiveness and efficiency from their global, market expansion strategies. Complicating the problem with the CR‐V's launch was a lack of inter‐market synergy, as Honda did not capitalize on the potential offered in parallel markets like the USA. Fortunately for Honda...

... marketing Global marketing Organizational theory Organizational behaviour International business Manufacturing strategy Can we explain internationalization today? Not really. This article takes the position that existing internationalization theories are inadequate to explain, let alone predict...

... of formal or informal failure because of difficulties in adjusting and managing across cultural settings (Birdseye and Hill, 1995). Global marketing Span of control Distribution management Transaction costs Employees Marketing management In order to recognize the critical control dimensions...

...C.M. Sashi; Devi Prasad Karuppur When is franchising the appropriate organizational form for implementing marketing strategy in global markets? In this paper we identify conditions under which franchising facilitates efficient transactions globally with the help of constructs from transaction cost...

... development programs target the established firms in order to help them succeed in export markets. Alternatively, our findings recommend that export assistance programs place their focus on newly established highly‐involved exporters. © MCB UP Limited 2002 Global marketing International business...

...Nora Lado; Albert Maydeu‐Olivares Despite the increasing research importance of market orientation in the marketing literature, few comparative studies between the European Union and the USA have been conducted. This limits the understanding of marketing orientation strategy in global markets...

... research has reported that the extent of international expertise and experience is a critical factor in serving global markets and also that it is positively related to superior organizational performance (e.g. Kobrin, 1994; Theuerkauf et al., 1996). © MCB UP Limited 2000 Global...

...: Creating Sustainable Global Advantage for America’s Technology Industries . Northridge, California : Technology Perspectives   1999 . , ISBN: ISBN 0‐9662697‐0‐5   $34.95 New technology Competitive advantage Global marketing USA Mascitelli bases the remainder of the book...

... Global marketing In recent years franchising has become a popular operating strategy for companies competing in the global marketplace. This growth in popularity has been facilitated not only by the host of advantages normally associated with this particular mode of expansion but also...

...Leo‐Paul Dana; Daniella Vignali “There is no sound reason to believe that there will not be a single global market in air transport”. Those were the words of Sir Colin Marshall, the chairman of British Airways. To give the airline an image of being a global airline, the amount of £60 million had...