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EXPERIMENTAL, engineering may be considered as the cornerstone of the aeronautical industry, regardless of the fact that the very nature of the work involved often calls for large expenditures without prospect of immediate return. Unlike engineering, the sales of a new model are not answerable to any known formulæ, making it necessary to consider that all capital invested in an experimental project may be lost, unless sales sufficient to defray all development costs are realized.

By standardizing the marketing effort over similar worldwide segments and differentiating it across dissimilar worldwide segments, the international marketing manager is able to reap the advantages of both standardization and customization. The choice of the variables by which to segment the global market is crucial. Traditionally, purely environmental bases (geographic, political, economic, and cultural) were used as bases for international market segmentation. Proposes that international marketers group relevant markets based on both environmental as well as marketing management bases. The marketing management bases are classified as: (1) product‐related; (2) promotion‐related; (3) price‐related; and (4) distribution‐related. Derives number of propositions with direct implications for international marketing strategy and segmentation with respect to these bases. Highlights the managerial implications of the variables encompassed by these bases. Proposes the empirical investigation of the derived propositions as a research agenda for the future.

The purpose of this paper is to identify the early stage network engagement strategies that new ventures use to gain traction in interaction in the development of network capability.

Using 24 new ventures in the micro-brewing industry in Ireland, Belgium and the USA as an empirical base, the authors use an inductive case study approach owing to the exploratory nature of the research aim and the lack of prior literature in the area.

The findings suggest five early stage network engagement process strategies in network capability development: business-to-business network prospecting; co-branding/co-promoting activities; from maker-mindset to adapting; social media platforming; and recognition and activation of network role.

The findings are limited to the micro-brewery sector at one point in time, although in multiple country contexts. Analyzing other sectors and taking a temporal view of strategizing, analyzing the sector at another time point, would show how dynamics in engagement change as the actors acquire new experiences from interaction.

The potential to gain from network resources and the paucity of these resources in new ventures makes early stage engagement strategizing for network capability development an attractive business strategy for new firms. All firms are born within a social network that has economic importance. Identifying the five early stage network engagement strategies can mitigate the challenge for the new venture in moving from the initial social network to collaborating within wider business networks to gain access to resources, technology and customers.

Strategizing in new venture contexts is a relatively new stream of research for the industrial marketing and purchasing group. This paper adds to the growing body of literature that places interaction, relationships and networks at the heart of strategy making and provides important insights for new ventures, which may lead to earlier and greater success for the firms. The authors respond to calls for increased research addressing capability development in a new venture context and for research to take a more interactive perspective on new venture processes.

This paper's objectives are firstly to systematically analyse patterns of research in international advertising standardisation (IAS) conducted among managers and secondly to suggest fruitful paths for future research in this area.

Content analysis of academic papers published in major marketing, advertising and international business journals.

Results show that overall future research would benefit from a unified definition of and measurement procedures for advertising standardisation as only these can ensure the advancement of knowledge in the field. Additionally, more research is needed in order to further explore process issues in advertising standardisation, especially a newly proposed perspective related to the implementation process of the standardisation decision. Finally, an interesting avenue for future research relates to the study of the subjectivity involved in the standardisation decision.

As with all literature reviews, this paper is limited to analysing works in a selection of the top academic journals in the field. However, a careful choice of the most important journals has been made, providing a good reflection of knowledge in the area.

This paper appears to be the first literature review focusing on manager studies in the field of IAS.

The purpose of this paper is to propose a theoretical framework to distinguish different forms of network resource that govern knowledge‐based alliances and facilitate innovation.

The paper seeks to build theory through a critical analysis of the relevant literature.

The paper draws on the notion of network resources to better understand those assets firms have at their disposal to facilitate knowledge‐based interactions and relationships that catalyze innovation. It seeks to integrate the concept of social capital, which the paper argues largely concerns resources related to the social relations and networks held by those individuals within a particular firm. As a means of describing and identifying network resources that are more strategically held by the firm as a whole, the paper introduces the concept of network capital. Network capital is defined as consisting of investments in calculative relations by firms through which they gain access to knowledge to enhance expected economic returns. Therefore, the paper argues that it is possible to make a distinction between the two types of network resource: network capital and social capital.

Making a distinction between network capital and social capital is relevant to both scholars and decision‐makers as it provides a framework for analyzing the underlying complexity of inter‐firm networks and variability across a range of dimensions, conditions and contingencies. It also provides a framework for evaluating which networks a firm can or cannot manage and invest in to meet its requirements.

The paper develops a new and more refined framework for analyzing and evaluating knowledge‐based alliances and innovation‐driven networks between firms and other actors.

Many start-ups do not survive the first few years of business. Previous studies suggest that networks play a role in start-ups' success, but this positive effect has limits. The purpose of this paper is to answer the call for a better understanding of the dark side of networks and the variables that condition variables' effect on the likelihood of start-ups' survival.

A longitudinal research design includes 139 start-ups (102 from Germany and 37 from Portugal) and a total of 252 participants. A generalized linear mixed model (GLMM)was applied to estimate all the coefficients, to test the mediation (H1), the moderation (H2) and the moderated mediation (H3) while considering the economic situation of the start-up (sales growth), start-ups' networking behavior, creativity orientation and ultimately the likelihood of survival.

Based on an empirical study from two different countries, the results show that effective networking is contingent on the start-up's economic situation and creative potential. Specifically, the results point to situations in which early sales growth may lead to external networking, which, in contexts of low creativity-oriented start-ups, can compromise the start-ups' success.

Based on the findings, the authors compare scenarios in which networking increases the chances for start-up survival with situations where networking can have adverse effects. This study highlights the importance of considering specific start-up parameters, such as start-ups' economic situation and level of creativity orientation, in the business venturing literature.

In the heated debate about marketing globalization, the issue of brand standardization has received much less attention compared with advertising standardization. When both issues have been addressed, empirically or conceptually, they have not been considered simultaneously. The current study develops and empirically tests a framework to simultaneously consider brand and advertising standardization strategies. A survey was conducted among brand managers in firms operating in Canada, with data collected on a brand level. The results revealed an independence of brand and advertising standardization practices. It was also found that brand standardization was practised to a much higher degree than advertising standardization, with the most used combined strategy involving brand name standardization and non‐standardization of advertising. Effects of product type and brand age were also investigated. The findings clearly indicate that companies tend to “brand globally, advertise locally”.

This study aims at providing exploratory insights into the initiative and capabilities of Chinese SMEs to develop and utilize diverse networks to support internationalization. Such network development and utilization efforts are fundamental to the analysis and explanation of Chinese firms’ internationalization patterns and outcomes. Extending from the existing network studies in the Chinese context that generally put emphasis on strong‐tie and ethnic‐oriented networks, this paper investigates and explains explicitly the use and effects of both strong‐ and weak‐tie networks in the international development of Chinese SMEs. Indepth case studies on four rapidly internationalized Chinese SMEs are conducted. The case findings demonstrate that weak‐tie networks are essential to the firms’ business development in foreign markets; and were proactively developed and utilized in the course of the firms’ development. The cases also provide alternative perspectives to the beliefs and values underpinning strong‐tie networks presumed in existing literature. The findings draw attention to the changing business values and approaches of the Chinese firms aiming at developing internationally. Managerial implications concerning the significant influence of effective networking on internationalization are pinpointed.

Investigates the degree of global standardisation of a corporate visual identity system (CVIS) in multinational operations. A special emphasis of this research is accorded to UK companies operating in Malaysia. In particular, the study seeks to reveal the reasons for developing a standardised CVIS; the behavioural issues associated with CVIS; and the determination in selecting a graphic design agency. The findings of the research revealed that multinational corporations in an increasingly corporate environment adopted a standardised CVIS for several reasons, including, aiding the sale of products and services, creating an attractive environment for hiring employees, and increasing the company’s stature and presence. Further findings show that the interest in global identity was stimulated by global restructuring, merger or acquisition. The above trends help explain why increased focus has been accorded to CVIS over the past five years by many UK companies operating in Malaysia. Additional findings reveal that both the UK design agencies and in‐house design department are used in the development of the firms’ CVIS.

The purpose of this paper is to demostrate that commitment to developing knowledge sharing, coordination, adaptation and resolving potential conflict results in idiosyncratic relational assets for firms, which increases the benefits that international new ventures (INVs) can obtain from their networking activity.

To test the theoretical model, a survey was conducted among a sample of INVs. The data obtained were examined with structural equation modelling using the maximum likelihood estimation procedure in linear structural relations software.

The results showed positive effects of network entrepreneurial orientation (EO) on knowledge sharing, coordination, adaptation and resolving potential conflict, but only network coordination showed a positive effect on international performance.

The study introduces and extends EO to the network level and shows that it contributes to INVs’ international performance through its influence on the development of coordination activities among networked firms.

The results provide guidance for building INVs’ networks. Entrepreneurs will find orientations about which partners could be more valuable to them.

Little research has addressed the study of network management activities to create a network structure. This paper reveals how firms’ volition and commitment to networking helps us to understand, in a fine-grained manner, how INVs gain benefits from their social networks. Additionally, EO at the network level is also studied, and arguments are proposed showing its relationships with the aforementioned relational activities based on the fact that entrepreneurial-oriented partners are supposed to be more active in networking.