International Marketing Review: Volume 4 Issue 3

IS STANDARDISATION OF MARKETING FEASIBLE IN CULTURE‐BOUND INDUSTRIES? A EUROPEAN CASE STUDY

Rita Martenson

Global marketing is based on cross‐cultural similarities instead of cross‐cultural differences. For a company encountering markets with similar cultural values it is easy to…

STANDARDISATION OF MARKETING STRATEGY BY MULTINATIONALS

Pradeep A. Rau, John F. Preble

This paper presents an analysis of the current debate on “global marketing” and the degree to which multinational firms can standardise their marketing practices across countries…

BRIDGING NATIONAL AND GLOBAL MARKETING STRATEGIES THROUGH REGIONAL OPERATIONS

John D. Daniels

Cross‐national strategy as opposed to country‐by‐country strategy may take place on a regional or on a global basis. This paper examines the European regional office experience of…

UNDERSTANDING CUSTOMER SERVICE FOR INCREASED COMPETITIVENESS

Norman E. Marr

Many companies in the UK have been forced to export to survive. A large number of such companies have failed due to their lack of understanding about the customer service…

COMPARING DUTCH AND U.S. ATTITUDES TOWARD FOREIGN INVESTMENTS

Gerald M. Hampton, Gerard Bomers

This paper reports the results of a cross‐national study designed to determine the attitudes that exist in the minds of American and Dutch citizens when they consider the…

CONSUMERISM IN NEW ZEALAND

A. Tansu Barker

The attitudes and perceptions of New Zealanders toward current consumerism issues are outlined and compared with four other countries. Many of the opinions expressed are critical…