International Marketing Review: Volume 5 Issue 2

THE CHINESE LOOK TO WORLD MARKETS

Vern Terpstra

Only in recent years has China been concerned about participating in the world economy. Thus far her international marketing has been limited in volume and elementary in nature…

MARKETING PLANNING FOR IMPROVED PERFORMANCE: A COMPARATIVE ANALYSIS

Bronislaw J. Verhage, Eric Waarts

This article reports the findings of an investigation into marketing management in the Netherlands. It specifically analyses the level of marketing orientation and practice in…

EUROPEAN PATENT LAWS AND DECISIONS: IMPLICATIONS FOR MULTINATIONAL MARKETING STRATEGY

Thomas J. Maronick

Marketing executives face numerous hurdles in introducing new products into foreign markets. This article examines the difficulties multinational firms face in patenting new…

AMERICAN BUSINESSPEOPLE'S PERCEPTIONS OF MARKETING AND NEGOTIATING IN THE PEOPLE'S REPUBLIC OF CHINA

Kam‐Hon Lee, Thamis Wing‐Chun Lo

Brunner and Taoka did the first survey of American businesspeople's perceptions of marketing and negotiating in the People's Republic of China in 1975. Because of China's open…

IDENTIFYING DIFFERENCES BETWEEN HIGH‐ AND LOW‐INVOLVEMENT EXPORTERS

Adamantios Diamantopoulos, Karen Inglis

This article contrasts the export characteristics of high‐ and low‐involvement exporters in the Scottish food and beverage industry. Firms which derive more than 50 per cent of…

EXPORT PERFORMANCE: DO MANAGERIAL PERCEPTIONS MAKE A DIFFERENCE?

Catherine N. Axinn

Managers' perceptions of exporting are shown to have a critical influence on firm export performance in this study of machine tool manufacturers in the US and Canada. Of special…