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Purpose – Sex appeal has been widely used in most countries. However, little is known about consumers' responses to sex appeal advertising in different cultures. The purpose of this paper is to examine the effect of sex appeal on ad and brand evaluation among Australian, Chinese and US...
Purpose – In the real world, an occurrence of an event is often affected by a large number of potential factors. The purpose of this paper is to identify causal factors hidden in the data and discover the underlying causality from the observed data. Design/methodology/approach – This paper...
Purpose – The debate about global integration (standardisation) versus responsiveness (adaptation) has recently been supplemented with perspectives that emphasise regionalisation. And while the discussion has also been extended from manufacturing to services, there are specific sectors and...
Purpose – The purpose of this paper is to investigate born global (BG) business organizations that (from or near their founding) seek superior performance. Design/methodology/approach – The methodology is based on a multi‐case analysis of interviews conducted with five BG enterprises in...
Purpose – The purpose of this paper is to investigate advertising appeals and cultural values in television advertisements from newly emerging markets. Specifically, the paper hypothesizes that the advertising appeals in the advertisements of sub‐Saharan African (SSA) emerging consumer...
Purpose – The purpose of this study is to investigate the following questions: Are supply chains global or regional? What are the performance implications for firms? Design/methodology/approach – This paper classifies 183 large North American firms into home‐region oriented, host‐region...
Purpose – The purpose of this paper is to review the development of the empirical literature on international outsourcing of information technology services (ITS) over the 1992‐2007 period and to identify future research areas. Design/methodology/approach – A sample of 78 empirical academic...
Purpose – The purpose of this paper is to examine whether differences exist between born global (BG) firms and international new ventures (INVs) in respect of their performance in overseas markets. These terms have arguably been used as interchangeable to characterise firms that...
Purpose – The purpose of this paper is to position multinational companies on a linear continuum indicating their overall attitude towards standardisation/adaptation, examines the reasons influencing multinational companies' tactical (7Ps – marketing mix) behaviour towards it, and finally...
Purpose – The purpose of this paper is to present the concept of global “strategic sustainability”, represented by a conceptual framework, the “spheres of strategic sustainability”. The paper examines routes, solutions and a vision for corporate strategic sustainability in the macro...
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