...Steven Lysonski Purpose – The purpose of this paper was to examine psychological variables of young Chinese to determine their impact on identification with global consumer culture, attitudes toward global and USA brands and intention to buy USA brands. The independent or psychological variables...

...Salah S. Hassan; Stephen Craft Purpose This paper aims to examine the conceptual as well as empirical linkages between segmentation bases and brand positioning strategies in the context of discussing practical implications for firms operating in increasingly globalizing markets. Design...

...Shengdong Lin; Xue Ke Purpose This paper aims to explore the way in which Chinese consumers integrate both global culture and local culture through the change of intergenerational residence in urban China. Design/methodology/approach Data were collected by semi‐structured interviews of 15...

... Publishing Limited 2010 --> Food products Culture(Sociology) Ethnic groups Religion Globalization Equal opportunities The book's overall objective is clearly stated by the editors in the Foreword: “to provide a comprehensive collection of cutting‐edge research on the opportunities...

... strategy Globalization Entrepreneurs Entrepreneurialism Product launch Innovation How can would‐be entrepreneurs avoid failure and escape the traps that have ensnared so many? Even then, after the creation stage of the organization ends, how does the business manager guide and nurture...

... the real COO perceptions among Lebanese consumers, a research methodology was designed concentrating on savory snacks segment, using potato chips because of their global popularity. The research was created in three phases. First, a questionnaire was prepared by identifying the key attributes involved...

..., by multinational firms is to be realized. These ideas are: the bottom of the pyramid (BOP) market itself; share of the heart versus consumer animosity; the nature and influence of global “umbrella” brands and responsible marketing as a guiding principle for all firms including those focusing on the BOP. Each...

... from different countries. Practical implications The implication of the study is that increasing globalization might lead to an increase in economic nationalism. Business executives, therefore, need to focus not only on the benefits that they will derive from entering a country, but also...

... boundaries in business and trade, this should be a very interesting read. There might be sections in the book that are tedious to grasp and retain with the four subcontinuua and five subtypes of “nothing” and the two types of globalization (with three subtypes of one of them!). The book does come across...

... suggests the combined use of both macro‐ and micro‐bases of segmentation in order to leverage similar strategic positioning across global markets. However, micro‐bases of segmentation are suggested for firms seeking differential positioning strategies. Research limitations/implications The conceptual...

...Salah S. Hassan; Stephen Craft; Wael Kortam This study introduces a hybrid approach to segmentation of global markets. It examines an integrated inventory of macro‐ and micro‐bases associated with segmentation of world markets. The paper calls for a universal perspective on market segmentation...

...Harley Krohmer Globalization International marketing Market entry The California gold rush taught people that failure was OK. And the reason was that nearly everyone failed in California – everyone, every day. One of the gold rushes of today is called globalization...

...Anusorn Singhapakdi; Mohammed Y.A. Rawwas; Janet K. Marta; Mohd Ismail Ahmed Given the ever‐increasing globalization of economies, growing numbers of marketing firms are expecting more of their profits to be derived from international sales. Global competition is ferocious; thus, developing long...

... firms as a method of entry into foreign markets. This is because: © MCB UP Limited 1999 Franchising Globalization International trade Organizational theory Professional service firms Services marketing The internationalization of business services is a recent phenomenon which...

... political agreements. Coffee Consumer behaviour Franchising Globalization International marketing After a long and tiring flight from Seattle to Kuwait via London, the Kuwaiti Airlines jetliner finally lands and Mr Howard Behar mentally prepares to meet with Mr Nasser Al‐Mutair...

... in which brand origin is used in practice, both implicitly and explicitly, and discusses the relationship between brand origin and the concept of the global brand. Finally, highlights potential problems associated with the use of brand origin, draws managerial implications relating to its use, and suggests...

...Marc C. Particelli Discusses some of the general trends contributing to globalization from both a market and competitive perspective. Considers a framework for assessing competitive advantage and the features of global products. Concludes that success in global competition depends on working...