This article develops and tests a segmentation scheme for the U.S. Hispanic market based on the extent and nature of acculturation. Acculturation is conceptualized as driven by language preferences and two dimensions of cultural identification, Hispanic and American. Structural equation modeling...

Purpose – To examine issues of standardization and adaptation in global marketing strategy and to explain the dynamics of standardization. Design/methodology/approach – This is a conceptual research paper that has been developed based on gaps in prior frameworks of...

Considers cooperative negotiation tactic use in early stages of business‐to‐business buyer‐seller relationships. Specifically, it addresses a serious gap in the study of individual difference effects on cooperative negotiation, an area that has received little academic attention. In doing...