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The purpose of this paper is to provide a conceptual framework for better understanding of cross‐national segmentation under the underlying forces of globalization and technology.

The approach is conceptual with illustrative examples, with a dynamic approach to cross‐national segmentation being considered.

Cross‐national segmentation can be better understood and better structured through closer examination of how segments evolve over time in response to the underlying forces of globalization and cultural evolution.

The framework described in the paper should inspire research on value‐based segmentation schemes across markets.

International marketing managers should be able to construct and adapt segmentation strategies much more effectively through the use of the conceptual framework offered in the paper.

The framework offered in the paper is unique in that it blends consumer value orientations with product/service characteristics and functionally vs symbolically motivated segments and how these evolve over time.

The aim of this paper is to propose an approach to international market segmentation that identifies meaningful cross‐national consumer segments, which focuses on airline passengers in the NAFTA market.

A conjoint analysis is used to evaluate consumers' preferences for six flight attributes: price, in‐flight service, number of stops before destination, on‐time performance, frequent flyer programme, and country of airline. A cluster analysis based on the relative importance scores of each of the six flights attributes then identifies five segments that prioritize similar product attributes within each country.

A representative sample of 4,787 airline passengers from the three countries reveal that price is the most important attribute for consumers from the USA and Canada, while on‐time performance is the most important attribute for Mexican consumers. A cluster analysis identifies five segments that prioritize similar product attributes within each country. It is also found that there are five cross‐national consumer segments in the NAFTA market that are homogeneous in terms of consumer preferences but heterogeneous in terms of relative group size and demographic variables.

The study is based on a purposive sample, which limits the ability to generalize to the whole population with any known degree of precision.

The research produces practical operational information on each segment that is translatable into strategy, specifically in terms of positioning, promotion, and targeting of the airline service.

The paper sheds light on the nature of cross‐national segmentation in the NAFTA air passengers market and the resulting cross‐national segmentation will be highly relevant for international marketing management.

Teamwork has long featured in social science research. Further, with research increasingly “cross-national,” communication becomes more complex, for instance, involving different cultures, languages and modes of communication. Yet, studies examining team communicative processes that can facilitate or constrain collaboration are rare. As a cross-national European team representing varied disciplines, experiences, languages and ethnicities, we undertook to examine our communication processes with the aim to promote better qualitative research practices.

Viewing reflection as a tool for enhancing workplace practices, we undertook a structured reflection. We developed an empirically derived framework about team communication, then used it to analyse our interaction practices and their relative effectiveness.

The results highlighted two under-examined influences, the use of different modes of communication for different purposes and the need for face-to-face communication to address a particularly challenging aspect of research, negotiating a shared coding scheme to analyse diverse cultural and linguistic qualitative data.

The study offers a procedure and concepts that others could use to examine their team communication.

The communicative processes that can constrain and facilitate effective cross-national research team collaboration are rarely examined. The results emphasise the need for careful negotiations around language, epistemologies, cultures and goals from the moment collaboration begins in formulating a project, through applying for grant funds, to when the last paper is published – timely in a context in which such work is increasingly expected.

The aim of this paper is to evaluate the degree to which there is cross‐national cooperation when tackling undeclared work and how the fight against undeclared work in Europe might be more effectively coordinated.

A multi‐stage inductive approach is used involving a web survey of 104 senior government officials, trade unions and employer organisations in 31 European countries, 33 follow‐up in‐depth explanatory interviews, four two‐day focus groups in European regions involving 44 stakeholders, and a European‐wide focus group of 20 stakeholders.

Collaboration between European countries is currently partial and very limited when tackling undeclared work. To more effectively collaborate, the consensus amongst the participating stakeholders is that an inclusive network of experts covering the tax, social security and labour aspects of undeclared work needs to be developed which engages in information sharing, capacity building and operational cooperation not only on the issue of cross‐border undeclared work but also combating undeclared work at the national level.

Until now, the literature on undeclared work has not evaluated the extent and nature of cross‐national collaborations to tackle this phenomenon. This paper fills that gap.

The paper reports the consensus reached amongst pan‐European stakeholders on how to more effectively broker knowledge on a multilateral cross‐national basis to tackle undeclared work.

This is the first evaluation of cross‐national collaboration in relation to tackling undeclared work in Europe.

There is a growing body of comparative research examining country differences in job satisfaction and its determinants. However, existing research cannot explain similarities in job satisfaction levels across very different countries, nor can it explain the differences between seemingly similar countries. Moreover, there has been no significant research conducted to date that has examined the country-level contextual conditions that are poised to impact worker satisfaction and its determinants. The paper aims to discuss these issues.

In this research, the author address this existing gap in the academic literature on job satisfaction by using non-panel longitudinal data from the International Social Survey Program (Work Orientations I, II, and III: 1989, 1997, and 2005) to examine cross-national differences in job satisfaction and its determinants. The author compare and combine previous international political economy theoretical work and hierarchical linear modeling (HLM) to examine global macro-level variables and their impact on worker satisfaction cross-nationally.

Study results demonstrate that both intrinsic and extrinsic work characteristics strongly impact worker job satisfaction. Furthermore, country by country regression and HLM results suggest that there are important country differences in both the perceived importance of various work characteristics and workers’ self-report experiences with both intrinsic and extrinsic work characteristics.

To get a clearer picture in the HLM analysis as to the full impact of these various country-contextual impacts on differences in perceived job characteristics and worker satisfaction, future research needs to examine a greater number and wider variety of countries, while exploring other theoretically relevant country-level variables that may help to explore country-level differences from these various cross-national theoretical frameworks. Additionally, a more diverse and greater number of participating countries would also potentially help in achieving levels of significance in the level-2 covariates in the HLM models.

Due to the fact the worker job satisfaction impacts firm performance and various measures of worker well-being, firms (regardless of economic sector or private/public status) need to be cognizant of these differences and unique challenges and work to tailor management philosophy and policy to create a unique work atmosphere that will benefit the interests of both the employer and the employee, as well as society at large.

While the nature of work has changed dramatically in the post-war era in response to economic shifts and an increasingly global economy, particularly over the past two decades, this paper examines the previously unexamined country-level contextual and global macro-historical variables driving differences in work quality and perceived worker satisfaction.

The purpose of this paper is to evaluate critically the competing explanations for the cross-national variations in the scale of informal employment which variously correlate higher levels of informal employment with economic under-development (“modernization” theory), corruption, higher taxes and state interference (“neo-liberal” theory) and inadequate state intervention to protect workers from poverty (“structuralist” theory).

To do this, data on the prevalence of informal employment collected by the International Labour Organisation using a common survey method across 41 less developed economies are analysed and compared using bivariate regressions with World Bank development indicators.

Some 34.4 per cent of the non-agricultural workforce is in informal employment across these 41 countries, with the share in informal employment ranging from 83.6 per cent in India to 6.1 per cent in Serbia. Evaluating critically the competing explanations, a call is made for a synthesis of the modernisation and structuralist theoretical perspectives in a new “neo-modernisation” theory that tentatively associates higher levels of informal employment with economic under-development, smaller government and inadequate state intervention to protect workers from poverty.

Based on 41 cases, a multivariate regression analysis was not possible to determine how important each characteristic is to the final outcome whilst controlling for the other characteristics.

This paper tentatively displays that wider economic and social policies, such as social protection, are significantly correlated with the level of informal employment.

This is the first paper to use a direct survey to analyse and explain cross-national variations in informal employment in less developed economies.

This article presents fieldwork perspectives and research reflexivity gained from the cross-national research team, with the aim of promoting better qualitative research practices in transnational research. It focuses on how the team incorporates diverse cultural perspectives and insider and outsider roles to enhance the research in the data collection process.

This article is drawn from the authors' qualitative research with 25 Japanese retirees in Thailand, addressing cultural challenges encountered by researchers in the cross-national team when conducting field research.

Our findings indicate that researchers with an emic view in the cross-national team who shared nationality and cultural background as the participants facilitated an effective recruitment process and productive collaboration in data gathering. They also served as cultural brokers, tailoring smooth communication during interviews on certain cultures, participant traits and sensitive issues. On the other hand, the outsiders helped the team uncover more transnational issues that the insiders had overlooked. Additionally, combining emic and etic perspectives helps to avoid ethnocentric narratives or purely etic and emic conclusions.

This article addresses a gap in the methodological reflections in transnational research that remains largely overlooked. Our reflection highlights the advantages of cross-national teams, which include researchers from emigration and immigration countries. Their status and roles as insiders and outsiders significantly facilitate a positive impact on the research process and increase the extent of investigating the complex cultural dynamics of transnational practices. The incorporation of emic and etic perspectives is suggested in the methodological approach for transnational migration research.

The purpose of this paper is to empirically assess the impact of branding strategies on horizontal and downward line extensions of French luxury brands in a cross-national context (France vs USA).

This study is based on a two line extensions (horizontal/downward) × three branding strategies (direct brand/sub-brand/standalone brand) x two country (France/USA) between-subjects ANOVA design.

The study shows that the subtyping effect created by a sub-branded luxury downward line extension tends to be rated similarly to a direct branded extension which oppose previous beliefs put forward in non-luxury settings. In contrast, a new independent/standalone extension fully uses the subtyping effect which helps attenuate this risk related to luxury downward stretches. The study also found that the effect of gender in cross-national settings must always be taken into consideration as significant variations occur in the process.

The study covers two countries but should be replicated in other cross-national contexts.

This study helps marketing managers of luxury brands make a better decision when it comes to launching vertical line extensions (upscale/downward) by carefully using types of branding strategies and relevant communications whether women and/or men are targeted in cross-national contexts.

This study breaks new ground in the international luxury literature by providing key theoretical and managerial insights in terms of launching new downward line extensions with the proper use of branding strategies when targeting specific genders.

For much of the scholarly literature regarding retirement, private pensions are incapable of engaging the trust of those who depend on them. However, this appraisal is flawed by its one‐dimensional emphasis on the importance of social solidarity to trust. The purpose of this paper is to develop an assessment of the private sector against a broader range of contingencies that may impact on public confidence in pensions.

This task is approached by reporting the findings of a cross‐national comparative study of existing mandated private pension provision. The country‐specific arrangements are compared in terms of the programme design requirements of six trust benchmarks.

A reliance on the private sector is not necessarily incompatible with trust in retirement provision. Its trust‐enhancing potential is exemplified by the design of mandated private pensions in Switzerland and the UK.

Programme design is not the only important influence on public confidence in pensions. Furthermore, the weighting of the benchmarks and their corresponding design features needs further consideration.

The evaluation provides a foundation for cross‐national policy learning and transfer, by highlighting elements of the design of mandated private pensions that are compatible with trust.

Unlike much of the scholarly work in this field, the assessment defines and operationalises trust in terms of a comprehensive range of contingencies that may impact on public confidence in pensions. Building on this foundation, it provides the first cross‐national review of the capacity of private pensions to build and sustain trust.

Establishing the validity and measurement equivalence of core marketing concepts in the emerging market economies of Africa is a key step in assessing the transferability of modern marketing theory and managerial practice to these countries. However, measurement equivalence issues are rarely addressed in studies of marketing practices in Africa. Accordingly, this study examines the equivalence of core marketing concepts based on interviews of 459 marketing managers from Kenya, Nigeria, Japan and the USA. The results show that optimal scaling analysis of the managers’ evaluations provide more valid and meaningful assessment than that of the raw data. The managers’ evaluations of the concepts revealed amazingly similar or prototypical perceptions of marketing’s core concepts and its applicability in their organizations, despite the profound country environmental differences. It appears that the concepts fall into two cross‐national categories of applicability that permeate the industrialized and developing country categorization. Managerial and research implications are discussed.