International Marketing Review: Volume 18 Issue 2

What do researchers know about the global business environment?

Stephen Young

Highlights the dearth of research on the range of issues surrounding the international environment and the impact on international marketing. Such issues concern trade and…

Exploring the link between market orientation and innovation in the European and US insurance markets

Nora Lado, Albert Maydeu‐Olivares

Despite the increasing research importance of market orientation in the marketing literature, few comparative studies between the European Union and the USA have been conducted…

A content analysis of connectedness vs. separateness themes used in US and PRC print advertisements

Cheng Lu Wang, Allan K.K. Chan

Psychologists and anthropologists have long observed that people in different cultures have different self‐concepts in terms of the relation between self and other people. The…

Retail buyer beliefs, attitude and behavior toward pioneer and me‐too follower brands: A comparative study of Japan and the USA

Frank Alpert, Michael Kamins, Tomoaki Sakano, Naoto Onzo, John Graham

One potential source of pioneer brand advantage is retail buyers’ preference for pioneer brands. A model of pioneer brand advantage with retailers developed in the USA was tested…

Culture, personality and morality: A typology of international consumers’ ethical beliefs

Mohammed Y.A. Rawwas

With business becoming more international, marketers need to understand the ethical beliefs of foreign consumers because of their effect on the outcomes of market expansion…

Leveraging Japan: Marketing to the New Asia

Michael Harker

Another One Bites the Grass

Stanley J. Palivoda