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One of the greatest challenges facing managers and administrators in an international environment is effectively communicating and negotiating with their foreign counterparts. Yet, a main portion of their time is spent in these most critical activities. Much has been written about the differences in the perception, motivation and behavior of people from different cultures, especially about the American and Japanese interface. However, very little scientific confirmation and measurements exist. In this empirical study the nature and intensity of cross‐cultural similarities and dissimilarities have been tested and measured with selected statements on a Likert‐type scale on a sample of 41 American and 29 Japanese practicing managers pointing to weak intra‐cultural bimodality, but strong cross‐cultural contrasts.

Examines the cultural and structural changes in both California and Massachusetts over the last 40 years to explain those factors which caused these innovative hot spots to glow brightly and then cool. Examines innovative hot spots and their similarities and differences from the rest of the country as an explanation to understand better the innovation phenomena. Makes recommendations concerning other areas and preconditions to create or maintain innovative hot spots.

Focusses on a seldom‐studied barrier to the adoption of innovation, namely, the installed base of the technology or the product being supplanted. Examines three dimensions of this “installed base effect”, namely, supply, demand, and externalities. Describes the magnitude of these barriers and makes recommendations for overcoming them.

In today’s global market, a brand’s marketing strategy must go head‐to‐head, not only with regional or national brands, but also with international competitors’ marketing strategies. This adds an entirely new dimension to a company’s marketing strategy when it comes to identifying, attracting, and retaining a market. This paper examines the concept of brand loyalty, discusses the various issues connected with brand loyalty, discusses cross‐cultural views on brand loyalty throughout the world, and illustrates the proliferation of brand loyalty across international frontiers.

Compares the economic history of china and Europe over the past 2,000 years in an attempt to understand the countries’ present economic positions. Discusses how China’s political and economic system impeded the development of a commodity economy and led to the development of agriculture while Europe’s commodity economy fostered the advancement of science and technology.

Most studies of innovation have a biased high tech slant to them. For an innovation to be considered of major importance it must ordinarily be a high tech innovation which advances the knowledge of society. But innovation is not the exclusive domain of the Western or industrialized world. So‐called primitive societies have succeeded in innovations which in some cases the West has yet to duplicate. Examines the definition of innovation, presents examples of low tech innovations by “primitive” societies and provides several recommendations.

For firms, small and large alike, the move towards internationalization implies a different role for every aspect of the organization. One important function within the firm that is becoming more and more global in orientation is the purchasing department. Many corporations realize that, in order to be successful and competitive, an expanded focus for this area is necessary. However, procurement activities on an international scale have unique considerations of which many of us may not be aware. In an effort to broaden our understanding in this area, discusses several important developments. Although they are somewhat diverse in nature, the underlying current is that the development of relationships is necessary in the international environment.

Although arguments – both pro and con – can be constructed regarding trade shows, evidence suggests that enhancements to these events may be necessary. Reports an exploratory study, in which exhibitors at an industrial regional trade show were queried concerning potential improvements to trade shows and the perceived impact of these changes on the elements of the personal selling process. Results demonstrate that attendee quality, attendee quantity and measuring trade show results should be increased. Although the net effect of these changes, in concert with nine others examined, would be to impact positively all aspects of the personal selling process, the exhibitor′s ability to establish goodwill with customers would significantly improve relative to all other personal selling dimensions. Additionally, significant improvements to communicating, intelligence gathering and prospecting would be achieved relative to selling and servicing.

The art of negotiation has been explored in a number of bestsellers over the last decade. With the advent of a truly global economy, international and cross‐cultural relationships are forming out of necessity. The potential for error when talking between cultures is considerable and many negotiations have failed owing to cross‐cultural communications breakdown. Pointers are presented of the pitfalls to watch out for when undergoing cross‐cultural negotiations and how to avoid them so as successfully to complete agreements with those from other cultural backgrounds.