International Marketing Review: Volume 20 Issue 2

Overcoming the limits of exporting research using the relational paradigm

Leonidas C. Leonidou

Notwithstanding the significant progress of exporting research in recent decades, extensive reliance on the neoclassical microeconomic paradigm has been responsible for its recent…

Dynamic market definition: an international marketing perspective

David Forlani, Madhavan Parthasarathy

Starting from the premise that market definition is critical to developing effective and efficient market entry strategies, shows that current approaches to market definition are…

AAR model: cross‐cultural developments

Sharon Purchase, Antony Ward

This research investigates cross‐cultural business networks between Australian engineering consultants and their Thai customers. A qualitative research study was conducted into…

Situational segmentation in the international marketplace: the Japanese snack market

Kenneth C. Gehrt, Soyeon Shim

The study demonstrates the viability of situational segmentation in a market outside the USA. A number of situational segmentation studies in the USA have examined the snacking…

Factors influencing foreign direct investment and international joint ventures: A comparative study of Northern Ireland and Bahrain

Audrey Gilmore, Aodheen O'Donnell, David Carson, Darryl Cummins

Inward foreign direct investment (FDI) is regarded as an important means of employment and knowledge creation in many economies. This study investigates the motivations and…

Revealing the Corporation: Perspectives on Identity, Image, Reputation, Corporate Branding, and Corporate‐level Marketing

Paolo Corti

Global Marketing: Foreign Entry, Local Marketing, and Global Management

Richard Pearce