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The article presents empirical evidence which indicates the immense diversity in entry mode choice patterns among various service industries. It attempts to explain this variation in terms of certain service attributes and motives for foreign market entry, using the transaction cost analysis as its theoretical basis. While entry mode choice associated with “hard” services (those that do not require the providers to be physically proximate to the receivers) resembles that in manufacturing firms, organisations providing “soft” services (characterised by inseparable production and consumption) enter world markets almost exclusively via foreign direct investment and contractual transfers. This diversity poses challenges to practitioners, policy makers and researchers in this field.

Today, one of the most important and creative challenges in international advertising is communicating to people of diverse cultures and nations. The challenge arises because of increasing globalization of economies, cultural and national differences, and advanced media technology. A review of the literature suggests a need for comparative analysis of advertising practices. Analyses, empirically, magazine advertisements from the US, UK, France, India and Korea to identify cross‐cultural similarities and differences in the visual appeal.

Why does a recession in the domestic market lead to a modification of the firm′s export marketing behaviour? Based on an empirical study which investigated the behaviour of United States exporters during the 1980‐82 recession, evidence is provided which suggests that many firms which were adversely affected by the recession intensified their exports, and that these firms significantly modified their export marketing activities. The evidence also suggests that exporting firms change their export destinations during recessions. Finally, the factors which facilitated and inhibited export expansion during the recession are also examined.

The strength of the relationship between uncertainty and the firm′s decision to engage in foreign direct investment (FDI) is moderated by factors such as capital intensity and firm size. Recognizes two types of uncertainty, internal and external. Develops specific hypotheses about how the influence of external uncertainty on FDI is conditioned by certain moderators. Not enough is known about how internal uncertainty affects the FDI to develop specific predictions about moderators. However, these effects are empirically determined. Uses data on US international service firms to test the various effects using logistic regression. Results suggest that the moderators affect both the strength and the direction of the impact that internal and external uncertainty have on foreign direct investment.

This paper aims to introduce a comprehensive conceptual framework to study the influence of “consumer ambivalence towards contraception” and “intercourse frequency” along with attitudes toward contraception and satisfaction with most familiar contraceptive method, on contraceptive usage and intentions.

A team of trained female interviewers used a structured questionnaire to conduct a clinic-intercept survey with 588 sexually active female consumers in two major hospitals and six randomly chosen clinics in Singapore (response rate = 29 per cent).

Consumer attitudes toward contraception, satisfaction with most familiar contraceptive method and intercourse frequency have a positive effect on contraceptive usage. Consumer ambivalence toward contraception has a negative effect on usage and intentions and it negatively moderates the effects of attitudes, satisfaction and intercourse frequency.

This paper explores the role of consumer ambivalence toward contraception in general and not toward specific contraceptive methods. Moreover, it does not measure differences in the impact of personal cultural values and orientations of the participants on contraceptive usage. These could be useful avenues for future research.

By clarifying the reasons for inconsistent contraception usage, this research will help health-care professionals, social workers and welfare organizations develop more focused consumer education programs and communication campaigns to reduce consumer ambivalence about contraception and improve contraception usage rates.

This paper extends prior research on consumer ambivalence by exploring its direct and moderating impact on contraceptive usage, an important issue for female health and well-being. The authors also show intercourse frequency as a moderator in this process.

Drawing on the resource‐based view and organizational learning theory, this study aims to examine the effect of resources and capabilities on international joint venture (IJV) performance.

Departing from the extant research which largely assumes a bipartite relationship, the present study views an IJV as representing a tripartite relationship involving the IJV, its foreign parent and its local parent. Accordingly, it examines the effect of resources contributed by both foreign and local parents on IJV performance. It also examines how the IJV's absorptive capacity moderates the relationship between resource acquisition and performance.

Results from a survey of 102 IJVs in China provide general support for the argument that performance of IJVs seems to be driven by the complementary resources of partner firms in combination with absorptive capacity of IJV.

The findings from this study are useful for researchers interested in performance of iIJVs.

There is wide acceptance of the precept that market orientation is associated with superior firm performance. However, empirical support for the proposition in prior literature is weak. This study examines the relationship between market orientation and performance with data from 201 international hotels and finds that market orientation is positively associated with both judgmental measures of performance – service quality, customer satisfaction, and employee satisfaction, and objective measures of performance – occupancy rate, gross operating profit, and market share. Specifically, the study finds that the immediate impact of market orientation is to spur innovation, which, in turn, enhances judgmental performance, which, in turn, enhances objective performance.

The impact of e‐business on export management companies (EMCs) has been debated for some time and several reasons for their survival have been forwarded. Based upon the resource‐based perspective of the firm, this study provides a far more fundamental reason for the survival of the well‐established EMCs‐their market‐based assets. Furthermore, this study analyzes the impact of e‐business proliferation on the well‐established EMCs transaction creating and physical fulfillment exporting services and their efficiency and effectiveness.

The purpose of the study was to examine the effect of corporate social responsibility (CSR) and marketing capability on consumer behavioral responses in the mobile telecommunication industry in Ghana. Particularly, the study estimated the moderating effect of marketing capability on the relationship between CSR and consumer behavioral responses.

Both customers and employees of three major mobile telecommunication companies were sampled for this work. A mixed linear regression technique was used to examine the relationship between corporate responsibility, marketing capability and customer behavioral responses.

The empirical results revealed that marketing capabilities moderate the relationship between CSR and consumer responses in the telecommunication industry.

The study proposes practical dimensions to the mobile telecommunication companies that the extensive development of strong marketing capabilities serves a conduit for CSR to achieve favorable consumer responses.

The results have opened up rather a limitation studies on the moderation role marketing capabilities in relationship between CSR and consumer behavioral responses in the telecommunication industry.