... the relationship and provide additional insight to the question: “when does it pay to be green?” for exporters from emerging economies. Green Export performance Resources Product positioning Contingency theory Resource-based view The growing global concern about environmental issues (Albino...

...David B. MacKay; Robert F. Easley Shows that traditional product mapping methods for product positioning analysis fail in international settings due to the high variability of product preferences within each country and the lack of a common product perception among countries. Shows how explicitly...

..., such as purple and grey, hold opposite meanings in different cultures. © MCB UP Limited 1991 National cultures Product positioning Product testing Cross-cultural Colour Comparisons: Global Marketers Beware! Laurence Jacobs, Charles Keown, Reginald Worthley University of Hawaii, USA, and Kyung-Il...