International Marketing Review: Volume 19 Issue 6

Strategic challenges for the marketing of services internationally

Rajshekhar G. Javalgi, D. Steven White

For the past decade, the marketing of services internationally has been the fastest growing segment of global trade, important to developed and developing countries alike. Yet…

The human values’ lenses of country of origin images

George Balabanis, Rene Mueller, T.C. Melewar

By using a core element of culture, human values, the paper seeks to identify patterns in the way individuals perceive other countries and their products. Based on the above a…

Segmenting the Arab markets on the basis of marketing stimuli

Nizar Souiden

Despite the differences among Arab markets (e.g. market size, per capita income, etc.), the existence of numerous important commonalities among the region’s consumers may…

National identity and NATID: An assessment in Yemen

Charles Chi Cui, Edward I. Adams

The national identity scale (NATID) was recently reported in the literature for identifying the core elements that define the uniqueness of a given culture or nation in so far as…

Globalization and reluctant buyers

Taewon Suh, Ik‐Whan G. Kwon

This study attempted to empirically test a debatable hypothesis that globalization entails homogenization in consumers’ mind and behavior. Using samples from two countries (USA, n…

Entry and Co‐operative Strategies in International Business Expansion

Jeryl Whitelock