European Journal of Marketing: Volume 31 Issue 1

Market segmentation: organizational archetypes and research agendas

Mark Jenkins, Malcolm McDonald

The study of how organizations segment their markets has traditionally taken a prescriptive and analytical approach. More recently, a number of academics and practitioners have…

Process‐oriented measurement of service quality: Applying the sequential incident technique

Bernd Stauss, Bernhard Weinlich

Presents the current state of the methodological discussion on the measurement of perceived service quality. Describes two approaches ‐ attribute‐based methods and the sequential…

Consumer knowledge and country of origin effects

Anja Schaefer

Consumer knowledge has frequently been mentioned in the literature as a potential mediating factor in consumers’ use of country of origin as a product information cue. However…

Use of expert systems in international marketing: An application for co‐operative venture partner selection

S. Tamer Cavusgil, Cuneyt Evirgen

Scarcity of expert knowledge and complexity of decisions make decision making particularly difficult in international marketing. Hence, international marketing offers an…