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This paper aims to deal with international marketing of products, analyzing how adaptation/standardization and network development are achieved when marketing products in Bangladesh.

By applying a qualitative method, the study was conducted at four multinationals, British American Tobacco, Perfetti Van Melle, Tetrapak and Reckitt Benckiser, operating in Bangladesh. Data were collected through semistructured interviews, direct observation and official documents. The analysis was conducted through construction of themes that were identified from the data set.

The study demonstrates that business relationships related to a local market should be adapted to customer preferences. The research suggests that a balanced combination of product quality and development of new, innovative products adapted to the needs of the market and the customers establishes trust and networks. Cultural and market context were found to influence multinational companies (MNCs)s to standardize the quality of the products and adapt marketing mix components to the needs of consumers.

The paper contributes to international marketing literature with a model of product marketing based on context, trust, networks and adaptation/standardization. The model introduces the cultural dimension of femininity/ masculinity and the innovation of products and market structure. The study is limited to one emerging market. Further studies should explore other emerging market economies and MNCs.

The results suggest that to meet the challenges of emerging market economies and achieve success, managers should take people and market needs into consideration.

This paper extends product marketing literature by presenting a context-based model for MNCs’ product marketing.

The aim of this study is to develop and evaluate a market-oriented business model (MOBM) and analyze how it contributes to internationalization of SMEs' disruptive innovation.

Based on market orientation literature, an MOBM is developed and assessed through collaboration among companies, researchers and networking partners. For the evaluation of the model, qualitative data was collected through workshops, interviews and participatory observations at four case SMEs. Methodologically, the implementation of the MOBM consists of a systematic knowledge development process by following four work packages to support the companies' market-oriented internationalization.

The results show that SMEs face internal barriers to developing innovativeness that hinder them from creating effective disruptive innovation for the international buyer chain. The study finds that SMEs need to work with an MOBM for developing market intelligence within the organization and seek external support for entering the international market.

The methodological strength allows application, evaluation and modification of the MOBM in close collaboration with the SMEs that directly benefit from its implementation. Modifying the principles of market orientation by practical application, SMEs can apply the MOBM to analyze their internationalization capacity for high-tech disruptive innovations.

This article contributes to new thinking by introducing market orientation to SMEs' internationalization of disruptive innovation. The study highlights the less researched field of disruptive innovation by developing the MOBM to deal with SMEs' internationalization.

This study aims to increase understanding of factors influencing the international marketing (IM) strategy of products from emerging markets (EMs) to international markets.

This study conducted case studies by collecting qualitative data through semistructured interviews with respondents from four food product companies in Bangladesh.

This study finds that the firms employ local Bangladeshi people who are knowledgeable in the company culture. They strategically focus on countries where the Bangladeshi diaspora lives and initially target them, approaching natives later. They adapt and customize products to the importers’ requirements to make them visible and increase understanding between product providers and local customers. The findings show that EM firms encounter a mentality that poor countries produce poor quality products; this mindset makes the internationalization of their business difficult.

This research contributes to international product marketing of EM firms by constructing a model of a modern people-oriented marketing strategy for food products. This study contributes to literature on culture by illustrating that the cultural dimensions of collectivism and uncertainty avoidance enhance the development of networks and trust and impact marketing strategy.

This study theorizes the importance of context and an innovation-driven modern people-oriented IM strategy that adapts to customers’ preferences for food products and emphasizes the contribution of diaspora. This research reveals that Bangladeshi firms face challenges both because customers link the country and the companies to low-quality products and because governmental regulations prevent them from establishing a local presence in other countries. This study analyzes challenges EM firms face in the process of IM and the factors affecting Bangladesh in particular.

The importance of the Baltic states has increased due to increase of capital inflow from the West. A large part of the foreign involvement takes the form of alliance with local partners in the region. But how these alliances operate and fulfill the objectives of the partners in the Baltic states remain almost unexplored. By the help of depth interviews, four alliances, two in Estonia and the other two in Lithuania, have therefore been studied in this research work. The theoretical framework is based on the concepts of motives, resources, learning, network, performance and general environment. Cost reduction, market seeking, and development and maintenance of services have been the main motives of foreign firms in entering into the alliances. No clear cut motive is observed from the local partners’ side. Learning has been found important for both the partners and concerns cultural differences, local knowhow and adaptation to the Western way in doing business. A broader view of performance is presented by including network development in the article. Profitability, market share, and sales have been seen as short term while network development and relationships as longterm performance criteria in the alliances. The role of general environment on alliances and its impact on network development have also been observed. This study further suggests that alliances offering service dominated products concentrate on the local markets, while alliances offering products with less service elements have export as the target.

The purpose of the study is to identify and analyze critical mediating and moderating market intelligence challenges faced by the SMEs when implementing corporate social responsibility (CSR) based on an applied market-oriented business model (MOBM).

Focusing on developing CSR-integrated market intelligence, this study uses an action research method by analyzing four case studies. Data is collected through interviews, interactive and knowledge-sharing meetings and on-site observations. The study is part of a larger European Union project using the developed MOBM to follow the four companies' CSR implementation and learning process over a 14-month period. The action research includes seven meetings; between these, the researchers introduced the SMEs to different business focus areas, where CSR is a vital part of the MOBM.

This study shows that the SMEs are too technology-focused and have little initial idea of how to integrate CSR advantages for market intelligence into their internationalization. The MOBM model offers insights and knowledge on the strength and weakness of the internal organization to meet challenges in internationalization.

Via case study and action research, this study spotlights the challenges that SMEs face in the CSR implementation process and how they deal with those challenges to develop market intelligence competence internally. Instead of following a traditional research approach, the current study applies a CSR-based method where the SMEs go through a knowledge development process that originated from a theoretically designed MOBM.

Focusing on customization, this paper aims to examine how service providers market health care in emerging markets through medical tourism.

Using a qualitative method, researchers conducted 18 semi-structured interviews with managers from five health-care providers and supporting organizations in the Philippines. For analysis, data from the service providers are compared.

Customization is found to play crucial role in offering health-care services. The customization takes place by adapting to emotional, social and cultural needs; alleviating knowledge asymmetry; and moderating the negative impact of the unfamiliar context experienced by international patients.

The empirically grounded theoretical framework needs to be tested in different contexts for generalization.

The study focuses on understanding and responding to the needs of international patients, also demonstrating that health-care marketing must be developed through a joint effort by both the medical and business sides of health-care providers.

The paper acknowledges the need for health-care marketing and the novel role of health-care providers.

Using a marketing lens, this study sheds light on the underexplored industry of medical tourism.

The study deals with institutional factors that have impact on the operation of east‐west alliances. Applying Kostova and Roth's terminology of institutional and relational contexts, this paper aims to address how alliance relationship based on resources, learning and performance organizes and functions, and how institutional factors influence the alliance relationship.

To properly highlight the role of institutional factors, eastern and central Europe (ECE) is divided into four categories, namely fast adapters, high and low medium adapters and slow adapters. A total of 20 alliances operating in different country categories have been selected for the study. In all alliances, foreign partners are Swedish firms and engaged in the manufacturing industry. Semi‐structured interviews containing both a fixed set of questions and a set of open‐ended questions have been used for data collection.

The impact of institutional factors on firms in slow‐adapting countries was uniformly high, the initiatives taken were usually fruitless and ineffective. In the case of medium‐adapters, the impact was largely mitigated over time as alliances passed through the different stages. The least impact was, as expected, observed among the alliances in fast‐adapting countries. However, the result needs to be taken with some caution as the data include alliances where partners come from a single western country.

For direct investment, managers need to take the institutional factors seriously as ECE countries undergo a transition period and the economical situations of these countries shows a wide variation. For example, if need of return is quick, the managers should invest in a fast‐adapting country or in a medium‐adapting country but not at all in a slow‐adapting country.

This paper makes a unique contribution by focusing institutional factors which affect strategic alliances in ECE. One future study can concern cultural impact on business environment and new business development in ECE. Another interesting area of research could deal with medium‐adapting countries because the members of this group show different level of adaptation and performance.

This paper aims to present how a realistic view of the situation for the repatriate can help companies increase the retention rate among this important group of employees. A complete understanding of the repatriation process is crucial to offering repatriating employees proper backing and moral support needed during the process.

A thorough review of the literature on repatriation is carried out to present a repatriation process model and a number of research propositions.

This paper suggests that by focusing on motives and individuals' experience of the repatriation process, researchers and practitioners will be better able to understand the measures and support needed in the repatriation process to increase the retention of an organization's repatriated employees.

Suggestions for future research include a test of propositions by a survey, a longitudinal study of repatriates and closer look at the variables of motives and repatriation experience.

This paper combines existing knowledge with new insights for understanding the repatriation process.

With increasing interest in overseas business expansion, particularly in the Asia‐Pacific region, expatriate management, including repatriation readjustmenst, has become a critical international human resource development (HRD) issue for multinational enterprises (MNEs). This empirical study therefore aims to investigate the use of HRD interventions relating to training and development for effective readjustment of international managers on repatriation.

The data were collected through a field survey conducted on repatriation experience of international managers from more than five countries, who are working in Singapore.

The study provides valuable insights about repatriation training programmes, training contents, programme duration, delivery modes, and providers of effective training programmes.

HRD professionals and senior executives of MNEs will benefit from the findings of this study in making decisions on effective design and implementation of training and career development programmes.

The findings have significant implications for career development of managers involved in international business operations.

This paper discusses readjustment problems of the repatriating managers and suggests how realistic HRD programmes, mainly based on training, can be developed and implemented for retaining international managers. These findings from the dynamic region of Asia will also help in developing appropriate career development programmes.

The purpose of this study is to analyze how adaptation/standardization, trust and network development are achieved when marketing services in a culturally distant country through handling the problems of intangibility and heterogeneity.

Qualitative data are collected in the form of unstructured interviews and direct observation to conduct a single case study on Gamma Knife.

Adaptation/standardization plays the central role in internationalization of services marketing. For service development and quality maintenance, values and ideas of the foreign company dominate the adaptation (i.e. standardization), while market‐related adaptation is carried out in response to local culture and practices.

The research is based on a single case. Future research can involve similar in‐depth study examining how internationalization of services works in culturally distant countries, the results of which can be compared with the current study.

In international services marketing, in addition to meeting formal and official requirements, managers must concentrate on building trust and informal contacts.

The research uses an empirical illustration to provide a model on internationalization of services marketing based on adaptation/standardization, trust and network, to overcome intangibility‐ and heterogeneity‐related difficulties.