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This paper investigates the role of cultural differences in the acceptance of new products, as moderated by socio‐economic variables. In order to assess the relationship, an analysis utilizing Hofstede's cultural dimensions, along with secondary data representing socio‐economic structure and the penetration rate of new products was undertaken. The results demonstrate that power distance and uncertainty avoidance hinder the acceptance of new products. Also found is that individualism has a positive effect but the masculinity dimension has no significant effect on the diffusion of new products. The findings regarding the moderation effects of the socio‐economic variables are mixed.

Understanding the impact of marketing-related investments on market-based assets is a fundamental issue for marketers. In this study we address the relationship between product-related investments and communication-related efforts, with respect to a basic intangible market-based asset: consumer-based dimensions of brand equity. We draw from a longitudinal study of pre-purchase brand attribute data derived from consumer panels, conducted within the context of the U.S. automotive market. Brand equity dimensions are statistically related to marketing investments and contextual factors of “region of origin” and “global brand reach,” employing a seemingly unrelated regression model. The results reveal a positive effect of communication-related investments, as measured by annual advertising expenditures, on all dimensions of brand equity except luxury image. Product-related investments, as indicated by a brand's innovativeness, positively affect brand image but negatively affect perceived economy. Region of origin and global brand reach have mixed effects on the consumer-based dimensions of brand equity.

Becoming a scholar is a unique experience for each individual. It does not suddenly happen in the graduate office where you officially submit the final copy of your doctoral dissertation, along with a check for fees payable, and the clerk hands you a small green receipt with a curt, “Congratulations”. It is a journey. A journey, if undertaken properly, that does not really ever end.

This paper presents a review of the recent literature related to international strategic business alliances utilizing the conceptual foundations presented by Varadarajan and Cunningham in the 1995 special edition of Marketing Science as a baseline. Employing a parsimonious framework, alliances are defined, motives are identified, structures and governance methods are considered, critical success factors are recognized and outcomes are analyzed. This paper elucidates the relationships between the major components of the alliance literature, presents a conceptualization of an integrated framework and provides direction for future research.

Brent B. Allred is an Associate Professor of Strategic Management and International Business at The College of William & Mary, in Williamsburg, VA. He earned his Ph.D. in Strategic Management/International Business at The Pennsylvania State University. His current research interests are in technology sourcing and patent rights. He has published in various journals, including the Journal of International Business Studies, Management International Review, the Journal of International Management, Academy of Management Executive, and the Journal of Product Innovation Management.

Successful new product and service development increasingly relies on the ability to adopt an international perspective, throughout the development process itself, and by targeting international or global markets, rather than simply serving domestic customers. Yet, although there exists an impressive body of research concerning the management of new product development, the evidence base with respect to international (or global) new product development practices and management is largely in its infancy, and is, at best, fragmented. This guest editorial provides a synopsis of the main research streams in the broad field of international new product development, highlighting major gaps in current knowledge and understanding. The special issue is a modest attempt at tapping current thoughts and research investigations in this critical area, seeking, also, to stimulate much‐needed debate and further research. One article examines whether international diversity is positively associated with new product development performance. Two articles tackle the role that national culture plays in influencing consumer acceptance of new products (technology) on the one hand, and firms’ global new product development approach on the other. A final article investigates technology transfer as a special case of new technology adoption in developing markets.

As a high school senior, there was no doubt I wanted to attend college, it was just a matter of where. I applied to only two universities – Oakland University (OU) and MSU. I was not too familiar with MSU, but it had a good reputation; I was much more familiar with Oakland. Although I had obtained an application for the University of Michigan (UM), I decided that the UM application was just too long to complete. And what the heck is a wolverine anyway? I lived in Michigan for most of my life, and I had never spotted this mythical rodent. As a tendency, I always found Michigan students and alumni to be either too arrogant or eccentric for my taste. Also, at that time of my life, I found the atmosphere in Ann Arbor not right in some way, so I applied to only two universities.¹