International Marketing Review: Volume 18 Issue 1

The antecedents and consequences of integrated global marketing

Jagdish N. Sheth, Atul Parvatiyar

International marketing is undergoing a transformation to become integrated global marketing. The emphasis has shifted from understanding and explaining between‐country…

The role of national culture in international marketing research

Jan‐Benedict E. M. Steenkamp

Reviews and discusses the role of national culture in international marketing research. Special emphasis is given to national cultural frameworks. The two main national cultural…

An integrative framework for cross‐cultural consumer behavior

David Luna, Susan Forquer Gupta

The world economy is becoming increasingly cross‐cultural. During the next decades, as marketers enter new international markets, an understanding of how culture influences…

The important role of meta‐analysis in international research in marketing

John U. Farley, Donald R. Lehmann

Considers the current thrust in marketing to create global products, brands and strategies but also to “act local” when appropriate. Deciding which elements have similar effects…

Conducting international marketing research in the twenty‐first century

C. Samuel Craig, Susan P. Douglas

As businesses expand further and further in international markets, the role of timely and accurate marketing research to guide decision making becomes increasingly critical…

Measurement and tracking of brand equity in the global marketplace ‐ The PepsiCo experience

Paulette Kish, Dwight R. Riskey, Roger A. Kerin

The conceptualization and measurement of brand equity, including its sources and outcomes, are a challenging task, particularly in a global marketplace. This paper briefly…

Consumer Behaviour in Asia

Jochen Wirtz

International & Cross‐Cultural Management Research

Otto Andersen