How does culture impinge affect international marketing mix decisions? This question is first dealt with through an assessment of the literature. Postulated or tested relations between cultural dimensions and each marketing mix variable are then presented. Concluding comments cover research issues and managerial implications. As most students of international marketing would agree, culture is a...

Purpose – To provide guidance for the formalised analysis of qualitative data and observations, to raise awareness about systematic analysis and illustrate promising avenues for the application of qualitative methodologies in international marketing research. Design/methodology/approach – Conceptually, the nature of qualitative research, globalisation and its implications for the research lands...

Biographical notes: Francisco J. Martínez-López holds an MSc in Marketing and European PhD in Business Administration. He is an Associate Professor in Marketing at the University of Granada, Spain, and an Assistant Professor in Marketing at the Open University of Catalonia, Barcelona, Spain. He has been a Visiting Researcher at the Marketing Departments of the Aston Business School, Birmingham,...

The first reported incident of ambush marketing happened in the 1984 Los Angeles Olympics when Fuji was the official sponsor for the Games. Kodak, who were not an official sponsor and had not paid any fees to the International Olympic Committee (IOC), still managed to benefit from the worldwide publicity of the event by sponsoring the UK track and field team. Since then, sporting organisations ...

Relationship marketing literature suggests that concepts such as trust, integration, and relationship openness tend to increase cooperation and commitment among channels of distribution partners. However, can relationship marketing theory be extended to international strategic alliances in the manufacturer–distribution channel context? More specifically, can cooperation and commitment among int...

International marketing channels become more important every day. Channel member satisfaction is a key characteristic of healthy channel relationships. However, limited knowledge exists regarding satisfaction in international marketing channels. The present research involves a European context and investigates channel member satisfaction in international relationships and its consequences from ...

Small and Medium-sized Enterprises (SMEs) play a crucial role in the economic development of national economies and their growing internationalization. The development of information and communication technologies (ICT) has allowed SMEs to break different barriers, be they economic or regulatory, and to move towards more international positions of doing business. Considering the importance of I...

Entrepreneurial Marketing (EM) is a theoretical construct at the nexus between marketing and entrepreneurship, with a relatively long existence – over thirty years but insufficiently developed. Entrepreneurial thinking, which is nonlinear, creative and avoids predictions, contradicts the traditional marketing model. Thus a “divorce” appears between marketing theory which emphasizes managerial m...