1 - 6 of 6 articles
This paper presents an analysis of the current debate on global marketing and the degree to which multinational firms can standardise their marketing practices across countries. World markets are getting increasingly homogenised but the authors contend that the framework and associated...
This paper reports the results of a crossnational study designed to determine the attitudes that exist in the minds of American and Dutch citizens when they consider the possibility of investments being made in their country from a selected group of nations. The findings show U.S. respondents...
Global marketing is based on crosscultural similarities instead of crosscultural differences. For a company encountering markets with similar cultural values it is easy to standardise the marketing program. Typically, however, most markets have different cultural values. The global marketer...
The attitudes and perceptions of New Zealanders toward current consumerism issues are outlined and compared with four other countries. Many of the opinions expressed are critical of the existing practices of business and appear to be common in the other four countries. The theory of consumer...
Many companies in the UK have been forced to export to survive. A large number of such companies have failed due to their lack of understanding about the customer service requirements of overseas customers. Understanding the relative influence of each of the components of customer service, a...
Crossnational strategy as opposed to countrybycountry 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...
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