This study examines the empirical link between marketing capabilities (product capability, pricing capability, distribution capability and promotion capability) and export marketing performance in export market ventures in a developing country context. The study was based on an empirical...

Purpose: The purpose of this paper is to analyze the influences of relational variables on export performance and the interactions among relational variables in the emerging market context of Malaysia. Design/methodology/approach: The study used a mail questionnaire sent to Malaysian companies...

Purpose – Consumer brand familiarity influences product judgment and the purchase decision. This study aims to examine consumer familiarity towards local and foreign chocolate brands and how it is related to brands' country of origin and their consumption level. Design/methodology/approach –...

Purpose: The purpose of this paper is to examine the antecedents of exploitative and explorative behaviours and to give valuable insight into the role of ambidextrous behaviours in developing creativity and innovativeness among owner-managers in SMEs. Design/methodology/approach: A review of...

Purpose – The purpose of this study is to explore the effects of brand's country‐of‐origin image on the formation of brand equity. Design/methodology/approach – To accomplish this, the brand equity of household electrical appliances, particularly televisions, refrigerators and...

Purpose – The paper offers a viewpoint on the relevance of the underpinnings of the social exchange theory (SET) in understanding inter‐firm relationships, specifically with respect to outsourcing relationships in a Southeast Asian context. Design/methodology/approach – The viewpoint is...