Table of contents
The millennium and international marketing
Vern TerpstraReviews the status of international marketing as we enter the new millennium. Suggests that changes will take place, highlighting issues such as globalization, new technology, the…
Marketing standardization within global industries: An empirical study of performance implications
Sharon O’Donnell, Insik JeongExamines the relationship between global standardization and performance within the global industry context. For firms competing in global industries that emphasize high‐tech…
Evaluating international markets: The importance of information by industry, by country of destination, and by type of export transaction
Van R. Wood, Kim R. RobertsonReports the results of a study of experienced exporters and their perceived importance of various types of foreign market information relevant to target market selection. In…
Country segmentation based on objective quality‐of‐life measures
Mark Peterson, Naresh MalhotraIn order to address the recent demands for innovation in international marketing segmentation, evaluates a set of six commonly‐derived measures for objective quality of life (QoL…
Culture‐sensitive adaptation or global standardization – the duration‐of‐usage hypothesis
Martin van MesdagSeeks to identify the dimensions which are relevant in the shaping of strategies for international marketing; it thereby addresses business managers. Considers the extent to which…
ISSN:
0265-1335Online date, start – end:
1983Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Professor John Cadogan