International Marketing Review: Volume 36 Issue 3

Big data and its strategic path to value in international firms

Itzhak Gnizy

One of the major trends in today’s businesses is big data (BD). While research on various aspects of BD is flourishing, little is empirically known about its impact on firms’…

Suppliers’ local network embeddedness and buyers’ joint innovation: Mediating role of service innovation competence

Feng Hsu Liu, Lu Jui Chen, Hung Tai Tsou

The purpose of this paper is to investigate the effects of original equipment manufacturing suppliers’ local network embeddedness on buyers’ relative attention and joint…

Open-mindedness and adaptive business style: Competences that contribute to building relationships in dissimilar export markets

Gro Alteren, Ana Alina Tudoran

The purpose of this paper is to investigate the role of relational competences, such as open-mindedness and the ability to adapt business style, in developing trustworthy…

Cross-cultural application of a practice-oriented acquiescence measure

Carolin Krautz, Stefan Hoffmann

Extant research shows that acquiescence response style (ARS) is culture-bound and may bias the results of comparative cross-cultural studies. Conventional measures of ARS are…

Appreciating vs venerating cultural outgroups: The psychology of cosmopolitanism and xenocentrism

Mark Cleveland, Anjana Balakrishnan

Cosmopolitanism and xenocentrism denote distinct individual orientations toward cultural outgroups. The former considers an individual’s openness to cultural diversity and ability…

When does uncertainty avoidance promote customer-to-customer intercultural service encounters?

Nabil Ghantous, Amro A. Maher

Previous literature has reported inconsistent findings regarding the impact of uncertainty avoidance (UA) on intercultural experiences. This includes positive, negative and…

Brand Origin Recall Accuracy (BORECA): a new measure of brand origin salience

Fatma Abdellah-Kilani, Rihab Zorai

The purpose of this paper is to conceptualize and test a new concept named “Brand Origin RECall Accuracy” (BORECA) that assesses consumers’ ability to recall accurately the…

Standing out vs fitting in: luxury value perception and acculturation

Tingting Mo, Nancy Wong

The purpose of this paper is to understand the impact of American culture-oriented values, Chinese culture-oriented values and self-improvement values on luxury value perception…