Vol. XLIV (November 2007), 613–621 613 © 2007, American Marketing Association ISSN: 0022-2437 (print), 1547-7193 (electronic) *Yuxin Chen is Associate Professor of Marketing (e-mail: ychen@stern. nyu.edu), and Sha Yang is Assistant Professor of Marketing (e-mail: [email protected]), Leonard N. Stern School of Business, New York University. The authors thank the three anonymous JMR reviewers...

Vol. XLIV (February 2007), 4–13 4 © 2007, American Marketing Association ISSN: 0022-2437 (print), 1547-7193 (electronic) *Bart J. Bronnenberg is Professor of Marketing, Anderson School of Management, University of California, Los Angeles (e-mail: [email protected]). Sanjay K. Dhar is James H. Lorie Professor of Marketing (e-mail: [email protected]), and Jean-Pierre Dub...

The MSME sector is a nursery of entrepreneurship, often driven by individual creativity and innovation. SME sector is the most neglected and unorganized sector of the Indian economy. The very fact that 40% of exports in India come from SME sector shows that this sector has the maximum potential to create employment opportunities. But they lack in getting required support from the concerned Gove...

This article analyzes the relationship between strategies of standardization and adaptation of the marketing mix and performance in an international context. We carried out a meta-analysis on a sample of 23 studies published between 1992 and 2010. The sample was analyzed based on measures of the effect size (ES) – or the strength of the relation (Wolf, 1986) – between standardization/adaptation...

Internationalization is a matter of committed decision-making that starts with export marketing, in which an organization tries to diagnose and use opportunities in target markets based on realistic evaluation of internal strengths and weaknesses with analysis of macro and microenvironments in order to gain presence in other countries. A developed model for export and international marketing of...

This study evaluated 967 U.S. CVB websites using a modified Balanced Scorecard (mBSC) approach which assesses website performance with respect to overall technical functionality, customer friendliness and usability, effectiveness of marketing the destination, and information content. Spatial maps were constructed for these four dimensions and overall CVB website performance using ArcMap v.9.2 G...

Vol. XLIII (November 2006), 1– 1 © 2006, American Marketing Association ISSN: 0022-2437 (print), 1547-7193 (electronic) *Ashwani Monga is an assistant professor, Department of Marketing, College of Business, University of Texas at San Antonio (e-mail: ashwani. [email protected]). Michael J. Houston is Ecolab-Pierson M. Grieve Chair in International Marketing, Department of Marketing, Carlson Schoo...

By considering the problems that commercial saffron companies have faced in international markets, the aim of this study is to investigate the impact of website content, including informational and design dimensions, on the effectiveness of e-marketing and e-trust as mediator variables. These aspects are examined with reference to sales and marketing division managers in a sample of 100 commerc...

In this paper, the author examines how the rapid penetration of Social Network Sites (SNSs) into everyday life affects higher education marketing. Among unique features offered by SNSs are unprecedented trackability of students’ interests, immediacy in responses, targeted personalization of marketing efforts, and low institutional financial obligations. Growth in Internet Penetration Rates and ...

Food and beverage marketing contributes to poor dietary choices among adults and children. As consumers spend more time on the Internet, food and beverage companies have increased their online marketing efforts. Studies have shown food companies' online promotions use a variety of marketing techniques to promote mostly energy-dense, nutrient-poor products, but no studies have compared the onlin...