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The article aims to identify differences in consumers' evaluations of goods made in either the USA or China at different levels of analysis; to trace variations in consumers' evaluations with regard to various cues characterizing US or Chinese goods; and to provide a comparison of consumers' evaluations between US and Chinese goods at different levels of analysis and across different product cues.

The study builds hypotheses that correspond to each of the three research objectives. Information was received through personal interviews from a sample of 404 British consumers, aged 18 years and above. Respondents were randomly selected at central locations using a systematic stratified procedure. Data were gathered using a structured questionnaire, with questions focusing separately on the USA and China, at five different levels of analysis, and in six different categories of product cues. Using confirmatory factor analysis, the reliability and validity of the scales were found to be satisfactory. The hypotheses were tested using either student‐t or ANOVA statistics.

The results provide support to all three hypotheses, revealing that there are significant differences in consumer evaluations across the various levels of analysis, caused mainly by the brand, which overshadows country‐of‐origin effects in the case of the USA, but emphasizes these effects in that of Chinese goods.

The results of the study have serious implications for corporate and public policy‐makers, especially for the countries involved in the analysis. These implications should be seen within the context of various geographical, product, time, and other limitations, which provide the basis for undertaking future research on the subject.

As opposed to extant research on country‐of‐origin effects, the study offers a multi‐level and multi‐cue comparison for products manufactured by two major actors in the international trade arena (USA and China), as these are perceived by consumers living in an important developed market (the UK).

Research on the behavioural aspects of buyer‐seller relationships, although sizeable, is too heterogeneous and fragmented to yield complete and conclusive insights as to the inter‐relationships of the basic parameters involved. This article attempts to put together extant knowledge on the subject under an integrated conceptual model comprising ten key behavioural constructs.

A total of 24 theoretically‐anchored hypotheses are developed, indicating possible positive or negative associations among the constructs of the model. Based on input received from 122 producers of industrial goods, the proposed model is empirically tested using structural equation modelling.

Of the hypothesized associations examined, 16 were found to be statistically significant and in the right direction, two were significant but in the opposite direction, while the remaining six were not validated. The results confirm most of the findings of previous research on the subject, while some fresh insights on the interrelationships of the constructs used are also revealed.

The results of the study have serious implications for industrial marketers, organizational buyers, management consultants, and business educators, who may use the empirically tested model as a diagnostic and monitoring tool in guiding business relationships in the proper direction.

The article concludes that an integrative approach to studying the behavioural aspects of industrial buyer‐seller relationships can provide a more realistic understanding of the constructs at work, compared with a partial one which may conceal some of the effects of one construct over others and/or show misleading associations among constructs.

This paper aims to study and explore the activities and the use of institutional network resources by industrial business associations (IBAs) to support and facilitate internationalisation processes of small- and medium-sized enterprises (SMEs). Other goals are to understand the internationalisation follow-up process and the future vision of IBAs to improve this internationalisation support.

Based on empirical evidence and following an abductive approach, this paper presents a qualitative exploratory field research, providing insights from interviews performed with 20 IBAs based in Portugal.

The findings suggest that the current institutional network support to internationalisation is mainly provided through promotional activities; counselling, training and technical and legal support; information sharing; and cooperation with other institutional entities. Each support category is explored and explained and a new conceptual model is developed to represent these findings. Regarding the internationalisation follow-up, IBAs provide a continuous support for the international operations by using some instruments and mechanisms to assist SMEs after an internationalisation initiative. Finally, collaboration and the use of new information technology are the main aspects to improve IBAs’ support in a near future.

The qualitative methodological approach adopted in this work can imply a larger difficulty to obtain a generalisation of the findings. Another limitation is that the participating IBAs are based in only one country.

Findings can help SMEs to understand the functioning and the benefits of using the institutional network resources of IBAs in overcoming their lack of resources to operate in international markets. IBAs can also understand their current position in terms of internationalisation support and think about new ways for improving this support.

This paper contributes to a better understanding of the influence of institutional networks in SME internationalisation by exploring the specific role of one of the institutional actors rather than focusing on the institutional network as a whole. Therefore, this study details the current activities and uncovers other types of support provided by IBAs that are not based on export promotion programmes. New knowledge is also obtained about the specific information content, information sources and means and channels of information sharing used by IBAs for supporting SME internationalisation.

This study identifies key variables that contribute most to the discrimination between firms with high export performance levels and those with low export performance levels. Data were collected through a structured multi-item questionnaire involving a randomly selected sample of 105 exporting firms. Discriminant analysis was used to identify the key discriminating variables. Exporters with high-performance levels differed significantly from those with low levels. Strategy implementation, experience in international business and training, economic factors, size of the firm, cultural factors, strategic orientation, education, and political/legal factors, listed in order of importance, were identified as key discriminators between the two types of firms.

Social media (SM) networks offer a golden opportunity for firms that particularly engage in international activities to set up sustainable customer relationships and improve competitiveness. The purpose of this study is to examine the influence of SM adoption on the export intensity (EI) of firms listed on Borsa Istanbul (BIST) for the years 2010–2020. The authors use social media index (SMI) to measure SM adoption and firm size (FSize) as a moderator on exploring the interaction of SM and EI.

Using a sample of 150 firms listed on the BIST Industrials Index, this study explores how the adoption of SM affects EI by using panel data analysis over the period of 2010–2020.

The results indicate that the SMI has a positive and significant effect on the EI. FSize positively moderates the interaction of SMI and EI, indicating that large firms benefit more from the SM in increasing export performance. The findings reflect high potential of EI improvement through adopting right SM policies in emerging markets.

The sample covers only public companies listed on the BIST Industrials Index. Future studies may extend the coverage and include multiple emerging markets to draw generalized results for the export-oriented firms. This research also analyzes solely four SM networks, i.e. Facebook, Instagram, Twitter and YouTube. However, there are many other SM networks that firms use in online marketing in foreign markets. Finally, this research did not discuss the potential factors that could influence the use of SM in emerging market firms.

This study denotes the significant role of SM adoption on the EI of firms in an emerging market setting from the perspective of resource-based view. It presents an insightful approach in understanding the mission played by SM networks in enhancing the EI of Turkish firms. Policymakers may use the findings to develop public support programs to promote the adoption and implementation of the SM among exporting firms in emerging markets.

The study provides evidence on the effects of SM adoption on the EI from the perspective of emerging countries. It also helps to gain a deeper understanding of how different SM platforms contribute to the internationalization of firms.

The purpose of this paper is to present an overview of the research which has been done during the past three decades on the topic of green advertising and identify gaps for future research.

The methodology that has been adopted for analysis is two-pronged – the first being a literature review with tabulation of data using excel sheets and bar graphs and the second being a bibliometric review using the software VOSviewer. Both approaches analyze the number of citations, keywords, authors, journals and countries. A database of 113 articles from 1990 to 2020 is generated from Web of Science.

Major contributors to the topic of green advertising research have been identified. Thematic classification is created to understand the subtopics of green advertising. Under this classification, nine subtopics have been identified. Six core research gaps have been identified for future research in the area of green advertising.

The study helps identify where green advertising research is being conducted, its growth potential and future prospects. This research work will enable the industry to gain new insights into this emerging field of green advertising for incorporating the same in their advertising campaigns in view of growing consumer concerns on environment.

The paper provides a comprehensive overview of the current status of research in green advertising. The paper is unique as it is the only review on the topic of green advertising. Given the increasing trend of going green among consumers, the paper adds tremendous value to the field of green advertising.

This paper argues that performance should be investigated as an independent variable. Using survey data of over 400 managers responsible for the main export ventures of Portuguese SMEs (small and medium exporters), this paper shows that past performance plays a crucial role in building SMEs' commitment to exporting and to the determination of their current marketing strategy. Findings also show that marketing strategy adaptation to the foreign market is particularly noted in firms exporting to the most developed markets, rather than in firms exporting to the most competitive environments. Future international marketing research is encouraged to focus on understanding both the direct and indirect relationships among past performance, firm's commitment to exporting, and current marketing strategy under the influence of external forces. Such a focus has the potential to enrich the theory and generate relevant managerial and public policy implications.

The purpose of this paper is to explore the opportunities and challenges facing firms in this new digital era concerning their international marketing strategy and examine how international marketing practices can be revisited in the light of these developments. Consideration is given to a range of relevant issues involved in the design and deployment of effective international marketing strategies using internet-enabled technologies. Such factors relate to internal company requirements, the external environmental situation, foreign market selection and entry, international marketing mix programs, and strategy implementation and control aspects.

A conceptual paper identifies, structures and presents systematically factors influencing international marketing strategy, implementation and control using digital technologies.

The authors point to the relevance and potentially important role that the deployment of online organizational resources and capabilities play in influencing foreign market selection and entry decisions and international marketing strategy choices, implementation and control. The authors thus explain how the use of digital technologies can facilitate the firm’s foreign market choices and the adoption of effective marketing programs, and offer insights into the adoption of digital tools in more effectively implementing and controlling the firm’s international marketing strategy.

The originality and value of this conceptual study is reflected in the identification and discussion of factors comprising the organizing framework of an international marketing strategy using internet-enabled technologies and in the examination of fruitful avenues of future investigation as a result of the need to redesign international marketing strategies in a new digital era.

With the exponential growth of problems linked to the natural environment, healthcare facilities are increasingly faced with ecological challenges in their operations. In this regard, they progressively need to improve their environmental performance like other industries in recent years. Applying the natural-resource-based view (NRBV) and dynamic capabilities literature, the purpose of this paper is to investigate this eco-capability which fully leverages human, relationship, and technology resources.

Applying the NRBV and dynamic capabilities literature, this paper investigates this eco-capability which fully leverages human, relationship, and technology resources. Using survey data from staffs across 15 hospitals in north of Iran, researchers estimated a latent moderated structural model that provides support for these three resource components.

Results obtained from structural equation analysis revealed that human, technology, and relationship resources have positive impact on eco-capability. Also eco-capability has positive impact on market and financial performance and the perceived quality of the hospital’s offering.

As the model consist just of three kinds of resources, future studies could include examining the effect of additional resources and other internal and external factors on eco-capability.

This paper includes suggestions for facility’s managers to develop environmental strategy in three areas: human, technology, and relationship resources.

The role of eco-resources has been used only rarely to investigate organization capability and performance. This paper includes suggestions for facility’s managers to develop environmental strategy in three areas: human, technology, and relationship resources.