Today, one of the most important and creative challenges in international advertising is communicating to people of diverse cultures and nations. The challenge arises because of increasing globalization of economies, cultural and national differences, and advanced media technology. A review of...

There is wide acceptance of the precept that market orientation is associated with superior firm performance. However, empirical support for the proposition in prior literature is weak. This study examines the relationship between market orientation and performance with data from 201...

Why does a recession in the domestic market lead to a modification of the firm′s export marketing behaviour? Based on an empirical study which investigated the behaviour of United States exporters during the 1980‐82 recession, evidence is provided which suggests that many firms which were...

The strength of the relationship between uncertainty and the firm′s decision to engage in foreign direct investment (FDI) is moderated by factors such as capital intensity and firm size. Recognizes two types of uncertainty, internal and external. Develops specific hypotheses about how the...

The article presents empirical evidence which indicates the immense diversity in entry mode choice patterns among various service industries. It attempts to explain this variation in terms of certain service attributes and motives for foreign market entry, using the transaction cost analysis as...

Purpose: The purpose of this paper is to establish the effect of top management team (TMT) cultural diversity on firm performance with a framework that considers such an effect from both cost and benefit perspectives. The paper also examines whether and how diversity management mechanisms such...

Drawing on the dynamic capabilities perspective as the overarching theoretical underpinning in the context of IJVs, this study investigates (1) how exploitation capability and exploration capability as two critical building blocks of dynamic capabilities are independently and interactively...