International Marketing Review: Volume 15 Issue 6

This thing I call Europe

Ronald Savitt

Asserts that a new environment for marketing is being established in Europe as a result of changing business, cultural, economic and political relationships. Argues that what is…

Contingency and contextual issues of ethnocentrism‐pitched advertisements: A cross‐national comparison

Myung‐Soo Jo

This study examines whether consumers’ receptivity to ethnocentrism‐pitched advertisements differs by country and product category and, if so, why. The two countries surveyed are…

Corporate philanthropy in France, Germany and the UK: International comparisons of commercial orientation towards company giving in European nations

Roger Bennett

Mail questionnaires were distributed to corporate donors in France, Germany and the UK in an attempt to ascertain the extents to which European businesses applied commercial…

Heterogeneity of regional trading blocs and global marketing strategies: A multicultural perspective

Naresh K. Malhotra, James Agarwal, Imad Baalbaki

While demand for many products has become more homogeneous across countries, cultural factors have strongly inhibited this change as well. In a multicultural world, cultural…