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This study seeks to examine differences in the signals of brand quality that consumers utilize in and across different countries. The approach is driven by the practical goal of helping international firms understand how they could tailor their marketing mix to target consumers based on the particular signals of brand quality that they use in different countries.

Survey data are collected from Austria, Belgium, Hong Kong, Indonesia, Russia, Singapore, Thailand and the USA and analyzed using factor analysis to identify the signals that are used as extrinsic and intrinsic cues of brand quality in different clusters of countries. Two major dimensions of signals of quality are identified and used to generate four clusters of countries representing different beliefs in signals of brand quality.

Two major dimensions of signals of quality are identified and used to generate four clusters of countries representing different beliefs in signals of brand quality. These dimensions broadly fall in to those that can be characterized as external signals (brand popularity, retailer's name and volume of advertising) and internal signals (brand name, price and country of origin) with the eight countries clustering in terms of these signals. Thus, Austria, Belgium, Hong Kong and the USA form one cluster with Thailand and Russia forming another cluster while Indonesia and Singapore show differences in their signal preferences.

Practical implications in terms of standardization versus differentiation of marketing mix strategies are discussed. The most important implication is that differentiation of marketing strategies would seem to be advantageous contrary to the commonly held view that international firms need to standardize their marketing strategies in the face of increasing globalization and alleged consumer convergence.

This study seeks to examine differences in the signals of brand quality that consumers utilize in and across different countries.

Public and private policy responses to the introduction of genetically modified (GM) crops have differed across countries and regions, resulting in market fragmentation that is in conflict with the entry mode strategy of standardisation that has dominated the food distribution system for a century. To deal with the new market reality, an alternative entry mode strategy must be established which is capable of segregation – or identity preservation (IP) – of the commodity supply system. A multi‐mode strategy is presented that combines the economic transaction cost perspective with the institutional theory perspective. A seemingly paradoxical result emerges: standardisation is the solution to market differentiation. That is, an IP entry mode strategy must first be built on a foundation of standardised norms and protocols, which then makes it easier to target specific entry mode strategies to meet the divergent export market access rules resulting from the differential public policy and private strategies in various countries and regions.

Cross‐national strategy as opposed to country‐by‐country strategy may take place on a regional or on a global basis. This paper examines the European regional office experience of 16 large U.S. firms in terms of (1) the types of responsibilities they handle and why, (2) the problems of removing control and/or duties from country subsidiaries, and (3) the relationship between a regional and global strategy and implementation. The companies' experiences have been quite diverse, thus highlighting multiple opportunities but the need to approach the development of regional operations cautiously. In spite of some problems, the future for European regional management seems bright.

The purpose of this paper is to examine how, taking customer relationships as the unit of analysis, the heterogeneity of customer relationship performance influences the heterogeneity of firm performance, and how firms can balance the heterogeneity of customers, customer relationships, and customer portfolios by differentiated business models.

The approach to the topic is one of theoretical analysis and conceptual development.

Value capture is defined as the discounted present value of all future economic profit from the relationship. Three sources of value capture heterogeneity are identified: the customer, the relationship with the customer, and the interdependence between customers in a customer base. Relationship performance can be improved by investing in business model differentiation, in order to facilitate controlled adaptation to specific customer relationships and/or customer portfolios. Firms have to manage parallel business models and a central capability is the ability to create internal fit between the elements of a specific business model.

The research presented relates to business‐to‐business customer relationships. Some of the conceptual thinking will not be applicable in consumer relationships.

A firm should have an optimum mix of customer relationships in its customer base, in relation to firm goals and strategy. Management needs to recognize the heterogeneity of customer relationship performance, and manage customer portfolios accordingly. In order to deal with the heterogeneity, it may be necessary to manage parallel business models. This will necessitate new capabilities, such as customer insight generation, account management, modularized production platforms, and relationship performance control.

For a scholarly audience the paper contributes to the discussion on how marketing improves firm performance by assuming responsibility for increasing firms' market value. For a practitioner audience it offers ideas for genuinely customer‐centric management.

A review of trends and developments in international marketing including the business environment; Europe and 1992; and global marketing.

The paper aims to look at a joint venture (JV) set up by a Portuguese company and a global corporation (GC) in the hospitality sector. The paper seeks to examine how, and why the JV's managers introduced variations in the management control (MC) rules and procedures in institutionalizing the global MC system imposed by the GC.

The paper relies on qualitative data collected through a case study of the JV over a period of two years. Insights from recent neo‐institutional work in accounting, complemented by the notion of multiple logics and the Orton and Weick perspective on loose coupling, are drawn on to interpret the case findings. The MC literature in GCs is also reviewed to explore whether and how practice variation can occur in these complex institutional settings.

Although institutional and technical criteria were not in dialectical tension, the global MC system was adapted by the JV's managers. They developed loosely coupled MC rules and procedures to satisfy the multiple logics informing it.

More qualitative studies on the adoption of externally imposed practices in other global/local settings are needed to refine the understanding of this phenomenon.

The present study extends the scope of neoinstitutional analysis in accounting by showing and explaining how and why individual organizations, which are dependent on dominant others, can introduce variations in imposed systems and practices. In so doing, the paper also contributes to a fuller understanding of MC practices in GCs.

As UK and American hospitality firms seek to extend their operations across Europe, this article focuses on some of the key concerns which are currently occupying the time and attention of executives at Forte, Holiday Inn Worldwide and Hyatt International Corporation. Each of these companies has revealed plans for international development and examples are given to illustrate their respective approaches.

Recent trends and developments in the food industry are identified and discussed pointing out that despite media hysteria a calm and reasoned response to recent developments is required.

The international marketing practices and foreign sales of US manufacturing firms are examined in order to identify those marketing variables which are most closely tied to international sales. Survey results suggest that few firms advertise internationally, although advertising is an important determinant of foreign sales, even if that advertising in non‐English‐speaking markets is in English and regardless of its level of standardisation. Results suggest further that manufacture abroad is a powerful stimulus to foreign sales, which is not matched by the presence of sales offices abroad.

This paper aims to explore how management control systems (MCS) of an operating company (Delta Lanka) of a multinational corporation (MNC) is shaped through the interplay between external institutional influences via global prescriptions stemming from the parent company culture and localisation needs as suited to cultural context of the operating company through the agency of practice level actors.

Theoretically, the paper draws upon institutional theory, more specifically the notions of external institutions and agency of practice level actors, while methodologically, it adopts the single-site case study approach under the qualitative tradition.

The findings suggest that given the complex setting of being encountered with multiple cultural ramifications, MCS of Delta Lanka encompasses compulsory elements instigated by the parent company, and non-compulsory elements as attuned to the realities of the local culture of the operating company. The authors show how imposed practices in the institutional environment by the parent company (homogeneity) interact with agentic aspects of actors in the operating company giving rise to practice variation (heterogeneity) in the adoption of controls at the local level.

The paper offers insights on how practicing managers in operating companies of MNCs could formulate control systems by striking a balance between multiple cultural considerations (of the parent and operating company). This would be a lesson for managers of other firms (especially MNCs).

By bringing together multitude of cultural dimensions relating to the parent company and operating company into a single study in the area of management control, this paper adds to the burgeoning literature on the interplay between external institutions, agency of actors, culture and MCS. It also contributes to the on-going debate on MCS research taking a post-Hofstede orientation while extending the use of institutional theory in management accounting research in MNCs.