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Considers the factors which influence Taiwanese decisions to buy Japanese or US refrigerators, basing the conclusions on the results of a survey of 586 respondents drawn from Taiwan’s four largest cities – Taipei, Kaoshiung, Taichung and Tainan. Describes how the questionnaires were constructed and pretested, and explains how the data was recorded (using a 5‐point Likert‐type scale) and analysed (using factor analysis and t‐tests). Tests particularly for cultural values of the Chinese, consumer ethnocentrism, openness to foreign culture, country image, and consumer sophistication. Finds that, despite the longer presence of Japanese goods in Taiwan, Japan’s proximity to Taiwan, and more cultural similarities between the Japanese and Taiwanese, Taiwanese consumers rate the USA’s country image factor higher than Japan’s, with consequent implications regarding intention to buy US goods. Recommends that US marketers build on their advantageous country image when they promote US appliances in foreign markets. Cautions against making too much of this snapshot data but concedes that further research into different foreign markets, different appliances, and with a longitudinal approach, would ascertain if findings are consistent with this survey, which has obvious benefits as new markets, such as China and India, open up to western goods and appliances.

Investigates the regional standardization issue in global advertising by comparing print advertising of the Pacific Basin countries of Japan, Taiwan and South Korea. The findings of the study reveal similarities and differences in print advertising components across the countries. Similarities were identified with respect to the use of photographs, the number of products shown per advertisement, the use of symbolic appeals, the use of product association and the use of product comparison appeals. However, the number of differences between the countries casts doubt on the extent of regional standardization that is feasible.

This paper investigates print advertising of the U.S.and the Pacific Rim countries of Japan, South Korea, and Taiwan. The study empirically analyzes whether components of print advertisements are similar or dissimilaramong the four countries identified. This research offers valuable information and insight to international advertising practitioners and marketing academicians regarding the potential for regional standardization of advertising campaigns.

The research on effects of outsourcing tends to focus on financial effects and effects at a country level. These are not the only consequences of outsourcing, though. When firms outsource functions previously performed in‐house, they risk losing important competencies, knowledge, skills, relationships, and possibilities for creative renewal. Such non‐financial consequences are poorly addressed in the literature, even though they may explain financial effects of outsourcing. Therefore, the purpose of this paper is to develop a model that enables the study of non‐financial consequences of outsourcing.

Based on a review of the literature on interdependencies between organizational functions, a main proposition is developed: given that savings gained from outsourcing are not reinvested in the organization, outsourcing of any function will negatively impact the capabilities of that and other functions in the organization. This proposition is broken down into sub‐propositions, which are tested through a focus group study. Respondents include purchasing professionals with experience from best practice outsourcing.

The initial proposition is developed through identification of variables mediating the proposed negative consequences of outsourcing. Mediating variables are broken down into four categories: variables relating to the outsourcer, the outsourcee, the relationship between the parties, and the context.

By developing a model for the study of non‐financial consequences of outsourcing, this paper takes a step towards opening up an important avenue for future research.

This paper contributes to the outsourcing field by not only considering non‐financial effects, but also by drawing on examples of best practice outsourcing to identify ways in which potentially negative consequences of outsourcing may be managed.

Examines the issue of how variations in language used in advertising affect advertising preference with a sample of bilingual, Korean Americans. Uses past literature to hypothesise that the level of acculturation would moderate ethnic consumers’ preference for advertisements in English versus their native language. Extends previous research in the field of ethnic advertising by considering whether findings from studies conducted with Hispanic American consumers are applicable to Asian Americans. Shows that no significant differences were detected in bilingual Korean American preferences for advertisements in which the message was presented in English as compared with those that used Humgul (Korean language) to communicate with the audience. Concludes with suggestions for further research.

The internationalization of service firms is expanding dramatically, fueled by recent technological innovations and reductions of trade barriers. Drawing upon Dunning’s eclectic theory, firm‐ and location‐specific factors which have been found to be antecedents of internationalization of manufacturing firms are extended to determine their applicability to the internationalization of service firms. The hypotheses are empirically examined through a survey of 228 business‐to‐business service firms. Findings indicate that the firm‐specific factor of firm size and the location‐specific factor of market characteristics influence management attitudes toward operating internationally, which in turn influence the degree of internationalization of service firms. Practical implications, drawn from the results, are offered for managers of service firms who are facing the task of internationalizing.

The creative process through which the territorial resources, knowledge and culture are used, exploited and configured to match needs and to achieve congruence with the changing business environment has become a crucial process for competitiveness. This is even more relevant for economies of developing countries which are continuously struggling to reap the benefits of globalisation, as well as to grasp the new opportunities for competitiveness. As such, this paper aims to try to concentrate on the dynamic perspectives of the creative economy of countries by distinguishing between the potentialities and performance. The paper tackles the influence that creativity capacities might have on performance of countries.

The methodology consists in identifying creative economy indicators from a diverse data set of the World Economic Forum and distinguish them between potential and performance indicators.

Data reveal as good progress and emphasis is being devoted to increasing the level of creativity; however, the Balkan countries still holdup in their capacity to boost innovation.

The paper provide a new focus of research on creativity measurement that is significant for understanding what creative capacities territories possess and the ability to make proficient use for growth and innovation.

This paper proposes a new operational framework for measuring and interpreting the creative economy indicators by identifying not only indicators that gauge the potentialities of a country, but also indicators that are linked with the performance dimension, as well as the relationship amongst them.

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 during this same timeframe, despite numerous calls for more research in international services marketing, there exists a paucity of research. In this viewpoint, the authors offer 11 strategic challenges designed to foster further theoretical development in the area of international services marketing. Additionally, five specific areas of neglect are identified and recommendations for future research are offered.

Reports findings from a major study done by a Boston consulting firm showing four solution‐based market segments in high‐tech industries. They are the specialized solution, the customized solution, the value solution, and the packaged solution. One segment is the be‐first “contrarian” buyer. One segment responds to aggressive selling while another reacts to market pull. And the fourth segment is retail‐oriented. This article may be useful to both buyers and sellers of technology in emerging, unsaturated markets.